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A Thought on Applicability of Sun Tzu’s Strategy on Marketing Strategy


 
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1. Title Title of document A Thought on Applicability of Sun Tzu’s Strategy on Marketing Strategy
 
2. Creator Author's name, affiliation, country Fenny Widyani Hartanto; Soegijapranata Catholic University; Indonesia
 
2. Creator Author's name, affiliation, country Maria Yoshephine Dwi Hayu Agustini; Soegijapranata Catholic University; Indonesia
 
3. Subject Discipline(s)
 
3. Subject Keyword(s) marketing strategy, Sun Tzu’s strategy, art of war
 
4. Description 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 the examination. The result indicates that Sun Tzu’s strategy is applicable in marketing and can be related with specific marketing terms.
 
5. Publisher Organizing agency, location Soegijapranata Catholic University
 
6. Contributor Sponsor(s)
 
7. Date (YYYY-MM-DD) 2020-08-04
 
8. Type Status & genre Peer-reviewed Article
 
8. Type Type
 
9. Format File format PDF
 
10. Identifier Uniform Resource Identifier https://journal.unika.ac.id/index.php/JMBE/article/view/2621
 
10. Identifier Digital Object Identifier (DOI) https://doi.org/10.24167/jmbe.v2i1.2621
 
11. Source Title; vol., no. (year) Journal of Management and Business Environment (JMBE); Vol 2, No 1: July 2020
 
12. Language English=en en
 
13. Relation Supp. Files
 
14. Coverage Geo-spatial location, chronological period, research sample (gender, age, etc.)
 
15. Rights Copyright and permissions Copyright (c) 2020 Journal of Management and Business Environment (JMBE)