Applying Sun Tzu"s terrain and ground to the study of marketing strategy/ Jason B. Macdonald

By:

Macdonald, Jason B [author]

Contributor(s):

Neupert, Kent E [author]

Material type: Text

TextSeries: Journal of strategic marketing ; Volume 13 , number 4 ,Abingdon: Routledge Taylor and Francis, 2005Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

0965-254X

Subject(s):

Online resources:

Click here to access online

Summary: In the ancient text The Art of War, military strategist Sun Tzu suggests that to be successful in war you have to understanding the environment in which you will do battle. In this paper, the authors apply Sun Tzu's discussion of ground and terrain, the controllable environmental variables, to the study of marketing strategy. The authors demonstrate how Sun Tzu's ground and terrain can serve as parsimonious typologies of competitive market situations that are useful for the study of marketing theory and practice. Marketing is merely a civilized form of warfare in which most battles are won with words, ideas, and disciplined thinking. (Albert W. Emery, x

Reviews from LibraryThing.com:

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Vol info	Copy number	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415.13 JOU (Browse shelf(Opens below))	Vol 13, No 4 pages 293-305	SP362	Not for loan	For In-house use only

Browsing Main Library shelves, Shelving location: - Special Collections Close shelf browser (Hides shelf browser)

Previous	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	Next
Previous	HF5415.13 JOU CRM shifts the paradigm/	HF5415.13 JOU Outsourcing of customer relationship management: implications for customer satisfaction /	HF5415.13 JOU The contigent value of marketing and social networking capabilities in firm perfomance/	HF5415.13 JOU Applying Sun Tzu"s terrain and ground to the study of marketing strategy/	HF5415.13 JOU Customer retention: examining the roles of store affect and store loyalty as mediators in the management of retail strategies /	HF5415.13 JOU An exploratory study of the influence of firm market orientation on salesperson adaptive selling, customer orientation, interpersonal listening in personal selling and sales person consulting behaviours /	HF5415.13 JOU An exploratory study of the influence of firm market orientation on salesperson adaptive selling, customer orientation, interpersonal listening in personal selling and sales person consulting behaviours /	Next

In the ancient text The Art of War, military strategist Sun Tzu suggests that to be successful in war you have to understanding the environment in which you will do battle. In this paper, the authors apply Sun Tzu's discussion of ground and terrain, the controllable environmental variables, to the study of marketing strategy. The authors demonstrate how Sun Tzu's ground and terrain can serve as parsimonious typologies of competitive market situations that are useful for the study of marketing theory and practice.

Marketing is merely a civilized form of warfare in which most battles are won with words, ideas, and disciplined thinking. (Albert W. Emery, x

There are no comments on this title.

to post a comment.

here