ABSTRACT
The concept of Asymmetric Warfare has been around for millennia. Total war played a major part in conflicts from the French Revolutionary Wars to the Second World War, but has been replaced in the modern era by cheaper, quicker and more effective policies including guerrilla and Asymmetric Warfare and the adoption of weapons of mass destruction. Asymmetric Warfare is surgical in its focus on enemy vulnerabilities it exists where the sole purpose of any action is to create and exploit a real or perceived weakness. It describes a conflict in which the resources of two belligerents differ in essence and in the struggle, interact and attempt to exploit each other's characteristic weaknesses. Such strategies may not necessarily be militarised, and this is important in the context of Obstructive Marketing. Large and geographically spread organisations tend to suffer from Obstructive Marketing which is a good proxy for those likely to need some sort of co-ordinated response.
