Sun Tzu - Strategies for marketing

12 essential principles for winning the war for customers

Gerald A. Michaelson, Steven W. Michaelson

256 pages, parution le 06/11/2003

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Résumé

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

Millions of business warriors have been inspired by lessons from one of the worlds greatest strategists, Sun Tzu. In Sun Tzu Strategies for Winning the Marketing War, the bestselling author and Sun Tzu expert Gerald Michaelson interprets the influential thinkers classic battle strategies specifically for todays marketing professionals by boiling down the classic The Art of War into The Principles of the Marketing War, such as:

Organization of Intelligence: Know your market as well as you know yourself
Economy of Force: Assess accurately where you employ your resources
Simplicity: Even the simplest plans are difficult to execute

Each principle is followed by strategic and tactical applications of the principle as adapted by the most successful armies of the world throughout history. The book features real-life applications of Sun Tzus theories drawn from some of the business worlds most successful marketing campaigns.

L'auteur - Gerald A. Michaelson

Gerald A. Michaelson has held every field and headquarters sales and marketing position during his business career. A 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.

Sommaire

Introduction: The Principles of Marketing Strategy
First Principle: Honor the Customer. If the customer doesn't purchase your product or service, nothing else matters.
Second Principle: Organization of Intelligence. Know your market as well as you know yourself.
Third Principle: Maintenance of the Objective. A dear intention and a steady aim.
Fourth Principle: A Secure Position. Occupy a position that cannot easily be taken by your opponents.
Fifth Principle: Offensive Action. Keep on the offensive to secure freedom of action.
Sixth Principle: Surprise. Surprise is the best way to gain psychological dominance and deny the initiative to your opponent.
Seventh Principle: Maneuver. The easiest routes are often the most heavily defended; the longest way round can be the shortest way home.
Eighth Principle: Concentration of Resources. Mass sufficiently superior force at the decisive place and time.
Ninth Principle: Economy of Force. Assess accurately where you employ your resources.
Tenth Principle; Command Structure. The management process unleashes the power of human resources.
Eleventh Principle: Personal Leadership. It requires the leader's faith in his or her people and their faith in the leader's ability to win.
Twelfth Principle: Simplicity. Even the simplest plans are difficult to execute.
Implementing Strategies. Practical Marketing Examples from Successful Managers
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Gerald A. Michaelson, Steven W. Michaelson
Parution	06/11/2003
Nb. de pages	256
Format	15 x 23
Couverture	Broché
Poids	330g
Intérieur	Noir et Blanc
EAN13	9780071427319
ISBN13	978-0-07-142731-9