Sun Tzu Strategies For Marketing 12 Essential Principles For Winning The War For Customers

Battle-tested strategies for marketing your product or service to victory!

The Art of War by Sun Tzu is an ancient yet invaluable Chinese military classic that is still relevant today. This book presents a systematic and in-depth investigation into the translation and reception of The Art of War in the western strategic culture. Aided by three self-built corpora, this study adopts a mixed method including both qualitative and quantitative analysis, and aking takes both the core text and its paratexts of The Art of War into consideration. This study highlights the significance of proper approaches to translating culture in the core text and effective measures of culture reconstruction in paratexts. It is revealed that the translated Sun Tzu has undergone three major stages before it is gradually welcomed and re-canonized in western discourse. The findings bring into light the multiple factors that contribute to the incorporation of Sun Tzu’s strategic wisdom into western culture. For scholars interested in translation studies, (critical) discourse analysis as well as strategic studies, this book provides fresh insights and new perspectives.

"Know your enemies, know yourself", advised Sun Zi in his famous Art of War (AoW). In contrast, the legendary Admiral Zheng He would have said, "Know your collaborators, know yourself", and this would be the essence of his Art of Collaboration (AoC). This book offers a fresh new approach to doing business and providing leadership in the twenty-first century, where Zheng He's peaceful and win-win collaborative paradigm present in his AoC provides an alternative to the aggressive and antagonistic mindset inherent in Sun Zi's AoW. The author has culled from the existing literature on the historical, cultural, diplomatic, and maritime-oriented Zheng He, connected the dots of his discovery of a managerial Zheng He, and wrote this book to present both the big message of Zheng He's Art of Collaboration as well as an understanding of Zheng He's specific work as a leader and manager.

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.

The wars since 9/11, both in Iraq and Afghanistan, have generated frustration and an increasing sense of failure in the West. Much of the blame has been attributed to poor strategy. In both the United States and the United Kingdom, public enquiries and defence think tanks have detected a lack of consistent direction, of effective communication, and of governmental coordination. In this important book, Sir Hew Strachan, one of the world's leading military historians, reveals how these failures resulted from a fundamental misreading and misapplication of strategy itself. He argues that the wars since 2001 have not in reality been as 'new' as has been widely assumed and that we need to adopt a more historical approach to contemporary strategy in order to identify what is really changing in how we wage war. If war is to fulfil the aims of policy, then we need first to understand war.

More than two millennia ago the famous Chinese general Sun Tzu wrote the classic work on military strategy, The Art of War. Now, in a new edition of Sun Tzu and the Art of Business, Mark McNeilly shows how Sun Tzu's strategic principles can be applied to twenty-first century business. Here are two books in one: McNeilly's synthesis of Sun Tzu's ideas into six strategic principles for the business executive, plus the text of Samuel B. Griffith's popular translation of The Art of War. McNeilly explains how to gain market share without inciting competitive retaliation, how to attack competitors' weak points, and how to maximize market information for competitive advantage. He demonstrates the value of speed and preparation in throwing the competition off-balance, employing strategy to beat the competition, and the need for character in leaders. Lastly, McNeilly presents a practical method to put Sun Tzu's principles into practice. By using modern examples throughout the book from Google, Zappos, Amazon, Dyson, Aflac, Singapore Airlines, Best Buy, the NFL, Tata Motors, Starbucks, and many others, he illustrates how, by following the wisdom of history's most respected strategist, executives can avoid the pitfalls of management fads and achieve lasting competitive advantage.

The second edition of Strategic Studies: A Reader brings together key essays on strategic theory by some of the leading contributors to the field. This revised volume contains several new essays and updated introductions to each section. The volume comprises hard-to-find classics in the field as well as the latest scholarship. The aim is to provide students with a wide-ranging survey of the key issues in strategic studies, and to provide an introduction to the main ideas and themes in the field. The book contains six extensive sections, each of which is prefaced by a short introductory essay: The Uses of Strategic Theory Interpretation of the Classics Instruments of War, Intelligence and Deception Nuclear Strategy Irregular Warfare and Small Wars Future Warfare, Future Strategy Overall, this volume strikes a balance between theoretical works, which seek to discover generalisations about the nature of modern strategy, and case studies, which attempt to ground the study of strategy in the realities of modern war. This new edition will be essential reading for all students of strategic studies, security studies, military history and war studies, as well as for professional military college students.

First published in 2005. Routledge is an imprint of Taylor & Francis, an informa company.