meaning of an expression 'it is as much about... as it is about...'

[marenparn]

Hoe do you paraphrase an expression ' it is as much about... as it is about...' in the following contexts:
Based on our very unscientific research, it appears that the real success to WOM is realizing that it is as much about marketing and promotion as it is about simply being in tune with the environment you’re retailing in.
and
Strategy is as much about destroying the enemy’s will to fight as it is about destroying the enemy in a fight.

Does it mean:
1. WOM concerns both marketing and being in tune, and Startegy concerns both destroying the will and the enemy itself
or
2. In WOM, marketing is as important as being in tune with the environment, and in strategy, destroying the will is as important as destroying the enemy

Or should it be paraphrased in any other way?
Thanks a lot in advance for your quick comments.

[Anglika]

Originally Posted by marenparn

Hoe do you paraphrase an expression ' it is as much about... as it is about...' in the following contexts:
Based on our very unscientific research, it appears that the real success to WOM is realizing that it is as much about marketing and promotion as it is about simply being in tune with the environment you’re retailing in.
and
Strategy is as much about destroying the enemy’s will to fight as it is about destroying the enemy in a fight.

Does it mean:
1. WOM concerns both marketing and being in tune, and Startegy concerns both destroying the will and the enemy itself
or
2. In WOM, marketing is as important as being in tune with the environment, and in strategy, destroying the enemy's will is as important as destroying the enemy

Or should it be paraphrased in any other way?
Thanks a lot in advance for your quick comments.

The second expresses the meaning.

You could also say:
WOM's success lies in its understanding that marketing and enviromental awareness have equal importance.

Strategically, the destruction of the enemy's will is as important as their ultimate/eventual destruction.