Why apply an obscure military theory to the art of campaigning? Because the essence of maneuver theory is the ability to shape the competitive landscape to your advantage and the disadvantage of your adversaries. The best practice of maneuver theory results in winning without fighting.

At face value maneuver theory has much to offer marketing campaigning - especially if it holds open the opportunity to better a competitor without engaging them directly. As a marketer I first began applying maneuver theory to marketing campaigns back in the late 80’s. I was attracted to the concepts of maneuver theory because of my need to get more done with less money, quite often against larger better-provisioned competitors.

The father of maneuver theory is the ancient Chinese military philosopher Sun Tzu(3). Maneuver theory is presented in detail later in the manual.

(3) The Sun Tzu Digest. Mike Smock. 2001. www.vsente.com/armory