Sun Tzu Strategies for Winning the Marketing War: 12 Essential Principles for Winning the War for Customers / Edition 1

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Overview

Winning marketing principles from the greatest strategist of all time

What can an ancient Chinese military genius teach modern businesspeople about winning the marketing war? Everything! In Sun Tzu Strategies for Marketing, the bestselling author of Sun Tzu: The Art of War for Managers interprets the crafty General's classic battle strategies specifically for today's marketing professionals. Packed with brilliant insights that will help you apply this ancient wisdom in the modern world, this powerful new translation includes special notations that underscore the relevance of Sun Tzu's writings to marketing strategy. Gerald Michaelson restates these timeless ideas as "The Principles of the Marketing War." Each principle is illustrated with strategic and tactical applications drawn from the world's most successful marketing campaigns. These principles include:

  • Organization of Intelligence: Know your market as well as you know yourself
  • A Secure Position: Occupy a position that cannot easily be taken by your opponent
  • Surprise: Gain psychological dominance and deny the initiative to you opponent
  • Economy of Force: Assess accurately where you deploy your resources
  • Command Structure: Good management unleashes the power of human resources
  • Simplicity: Even the simplest plans are difficult to execute

Let the wisdom of the past brighten your future. Read Sun Tzu Strategies for Marketing and become a master at the art of winning.

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Product Details

  • ISBN-13: 9780071427319
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 10/20/2003
  • Edition description: First Edition
  • Edition number: 1
  • Pages: 200
  • Sales rank: 996,326
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.60 (d)

Meet the Author

Gerald A. Michaelson, former national vice president of the sales and marketing division of the American Marketing Association, he presents his seminars on Sun Tzu to business audiences around the world.

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Table of Contents

Preface
Introduction: The Principles of Marketing Strategy 1
First Principle: Honor the Customer 5
Second Principle: Organization of Intelligence 15
Third Principle: Maintenance of the Objective 39
Fourth Principle: A Secure Position 69
Fifth Principle: Offensive Action 87
Sixth Principle: Surprise 107
Seventh Principle: Maneuver 121
Eighth Principle: Concentration of Resources 137
Ninth Principle: Economy of Force 151
Tenth Principle: Command Structure 163
Eleventh Principle: Personal Leadership 187
Twelfth Principle: Simplicity 215
Implementing Strategies 217
Index 237
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  • Anonymous

    Posted November 23, 2003

    Sun Tzu: Strategies for Marketing

    Some of the wisest words for marketing professsionals can be found in this book, not only because of Gerald Michaelson's extensive studies but also because of the fascinating framework he uses. Applying Sun Tzu's philosophy to marketing makes a lot of sense. Sun Tzu's Art of War contains a great deal of wisdom applicable to marketing and Mr Michaelson illustrates this beautifully. Marketing professionals from all cultures will enjoy this book as it makes relevant the universal paradox of business- that strategy must be like water, with form yet formless, and most robust when it is least rigid. Such ancient Taoist insights are presented here in a fresh and entertaining style that will enlighten every marketing mind.

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