TY  - JOUR
AB  - 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.
VL  - 16
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634509810209650
UR  - https://doi.org/10.1108/02634509810209650
AU  - Sui Pheng Low
PY  - 1998
Y1  - 1998/01/01
TI  - Applying the Thirty‐six Chinese Classical Strategies of War to retail marketing and planning
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 124
EP  - 135
Y2  - 2024/05/10
ER  -