Thus, marketing managers are encouraged to eschew the dogma of marketing warfare to assume a co-competitor mind-set and consider the potential benefits of not only competing with their rivals but also building effective alliances with them.

• 所以，营销管理者应避免遵从营销战的教条，从而形成与竞争者合作的思想，考虑与对手其建立有效联盟能带来的潜在利益。