Defensive Marketing

Definition: Defensive Marketing is one of the strategies typically employed by a Market Leader to protect its current market share. The main aims of this range of strategies are to reduce the probability of attack by a competing firm, divert the attack to less-threatened areas and reduce the intensity of the attack.
There are broadly 6 types of defensive marketing strategies:
- Position Defense
- Flank Defense
- Preemptive Defense
- Counteroffensive Defense
- Mobile Defense
- Contraction Defense

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