HARTANTO, FENNY WIDYANI and AGUSTINI, MARIA YOSEPHINE DWI HAYU (2020) A THOUGHT ON APPLICABILITY OF SUN TZU'S STRATEGY ON MARKETING STRATEGY. Journal Of Management and Business Environment, 2 (1). pp. 38-57. ISSN 2685-5992
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Abstract
Sun Tzu’s strategy is actually an art of war used by Chinese military under Sun Tzu to win the war. Its application has been widespread beyond the military strategy. It has also been adopted for business strategy. This manuscript is to examine applicability of Sun Tzu’s strategy on marketing. In particularly it examines if Sun Tzu’s strategy can be applied as marketing strategy. Review manuscripts in related topics and a case study on a company are the method for examination. The result indicates that Sun Tzu’s strategy is applicable in marketing and can be related with specific marketing terms.
| Item Type: | Article |
|---|---|
| Subjects: | 600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management |
| Divisions: | Graduate Program in Management |
| Depositing User: | Ms Dwi Hayu Agustini |
| Date Deposited: | 10 Sep 2020 08:03 |
| Last Modified: | 18 Jan 2023 05:55 |
| URI: | http://repository.unika.ac.id/id/eprint/21823 |
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