ABSTRACT
He thatmakeswarwithoutmanymistakes has notmadewar very long. Napoleon Bonaparte
So we arrive at the question of market(ing) strategy proper. When I circulated the very first draft of this book for comments, a number of people askedwhy they had to get so far into a book on market(ing) strategy before coming to the topic itself. The answer was (and still is) that we started looking at market(ing) strategy on page one and have never really left it.
