Applying the Thirty‐six Chinese Classical Strategies of War to retail marketing and planning

Low Sui Pheng (School of Building and Real Estate, National University of Singapore, Singapore)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 April 1998

Abstract

The Thirty‐six Chinese Classical Strategies of War is a renowned ancient book of warfare circulated among Chinese army commanders for a long period of time. Apart from its focus on warfare, this ancient treatise also holds valuable lessons for the world of competitive business. This paper presents the general principles espoused in the Thirty‐six Chinese Classical Strategies of War and how these principles can be applied for strategic planning and marketing in the retail sector. It provides a refreshing view of strategic planning and intelligence gathering for retail marketing.

Keywords

Citation

Sui Pheng, L. (1998), "Applying the Thirty‐six Chinese Classical Strategies of War to retail marketing and planning", Marketing Intelligence & Planning, Vol. 16 No. 2, pp. 124-135. https://doi.org/10.1108/02634509810209650

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Publisher

:

MCB UP Ltd

Copyright © 1998, MCB UP Limited

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