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Marketing warfare strategies are a type of strategy, used in business and marketing, that draw parallels between business and warfare, and then apply the principles of military strategy to business situations, with competing businesses considered as equivalent to sides in a military conflict, and market share considered as equivalent to the territory which is being fought over.

It is argued that, in mature, low-growth markets, and when real gross domestic income growth is negative or low, business operates as a game theory. One persons gain is possible only at another persons expense. Success depends on battling competitors for market share.

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