Military Metaphors in Business
Military Metaphors in Business

Summary/Abstract: This paper aims to investigate the importance and relevance of business (or marketing in particular) and war association. When saying that business is war most people think of the marketing strategies that can show similarities with battles. We may also think about brand wars or aggressive comparative advertising. We have examined both the opinions of those that are in favour of the metaphor "business is war" and of those that criticise the use of this syntagm. It is obvious that marketing strategies are somehow inspired by the works of military strategists, such as: N. Machiavelli, Sun Tzu or Carl von Clausewitz. All these are at the foundation of marketing strategies and tactics, some of whom being mentioned in the sections of this paper.

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