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Sun Tzu: Strategies for Marketing - 12 Essential Principles for Winning the War for Customers Paperback – November 10, 2003

4.8 out of 5 stars 5 customer reviews

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Editorial Reviews

From the Back Cover

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.

About 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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Product Details

  • Paperback: 244 pages
  • Publisher: McGraw-Hill Education; 1st edition (November 10, 2003)
  • Language: English
  • ISBN-10: 0071427317
  • ISBN-13: 978-0071427319
  • Product Dimensions: 6 x 0.6 x 8.9 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #349,010 in Books (See Top 100 in Books)

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By Jusuf Hariman on November 23, 2003
Format: Paperback
Some of the wisest words for marketing professionals can be found in this book, not only because Gerald Michaelson' extensive studies but also by the fascinating framework he uses. Applying Sun Tzu's philosophy to marketing makes a lot of sense. Sun Tzu's the 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's insights are prsented here in a fresh and entertaining style that will enlighten every marketing mind.
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The author truly understands the fundamentals of Sun Tzu's classic text and has applied them brilliantly to marketing strategies and tactics. The book has several examples that illustrate and explain how to apply the war principles to marketing. A must read for any marketing exec.
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I have studied Sun Tzu for over a decade and have applied the "Art of War" in various ways and in various businesses. I have read several different interpretations; as well as many attempts to apply Sun Tzu to the modern business world. Many authors fail, leaving us with only lightly touched "common sense" application and vague examples to learn from...Michaelson succeeds.

Michaelson's application, theory, examples, and format are all very successful in the use of Sun Tzu's 12 chapters translated into the world of Marketing. Each chapter is divided into smaller sub-topics, making the work easy to pick-up for quick reads. There are a few chapters detailing step-by-step stratagems. All points are reinforced with Sun Tzu's quoted text and numerous real world business examples. Even though it's a fairly easy read, I found myself skipping backwards often to connect sub-topics that build to the main point...this work gets deeper than most.

This is a definite recommendation for those wanting to apply strong Sun Tzu strategic theory to Marketing. Skip other variations of the "Art of Business" that aren't as in-depth and spend some time within these pages of real world examples and deeper Marketing principles.
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This book not only offers advice but it also explains through real-life examples. I am using it properly to apply focused answers on my business plan along with the Sun Tzu book for Selling Strategies. These point out the relevant issues that make or break a business' functionality.
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Format: Paperback
Exceeds my expectations
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