Introduction

“I will use martial words to make my point.... It’s a sales war! This is exactly what it is, and the objective is quite clear: Gaining market shares over the competition! I cannot see a CEO saying: If you can gain market shares from your competitors, don’t do it.... We have to be pragmatic, we can wrap it the way we want, but the main objective for a company is to make money and produce wealth! To do this, you can raise your prices, reduce your costs, or get more customers, and getting more customers means taking them from competitors! The customers we don’t currently have are with them, so we have to take them there.... And knowing your competitors’ strategy is a big step! Imagine a General who doesn’t know the enemy’s position, ...

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