Abstract:
Research in the literature and the practices of companies demonstrate that there is a strong link between basic battle strategies and management and marketing strategies. While the main objective of wars between countries in the world is to reach natural resources such as oil and oil together with them, wars between businesses in marketing world are made to have more market share. The battle is against the enemy while the marketing is against the opponents. Because the objectives are similar, strategies that are often used can be similar. There are many strategies used to be successful in wars. These basic strategies are common in all of the attack and defense strategies, although many sources are confronted in different ways. Other strategies are often confronted as sub-strategies of aggression and defense strategies. From this point of view, the aim of the study is to provide a general information about the war strategies that are the subject of marketing by examining the aggression and defense strategies in terms of relations between military and marketing strategies and trends. In the scope of the study, the concept of war strategies was conceptualized and literature related to marketing strategies based on war strategies and examples of enterprises implementing these strategies were examined.

Keywords: Marketing Wars, War Strategies, Marketing Strategies, Defense Strategy, Attack Strategy

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