Sun Tzu: Strategies for Winning the Marketing War: 12 Essential Principles for Winning the War for Customers
Автор:Gerald A. Michaelson, Steven W. Michaelson Год: 2003 Издание:McGraw-Hill Страниц: 256 ISBN: 0071427317 What can an ancient Chinese military genius teach modern business people 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 classic battle strategies specifically for today's marketing professionals. 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 opponents. Surprise: Gain psychological dominance and deny the initiative to your opponent. Economy of Force: Assess accurately where you deploy your resources. Command Structure: Good management unleashes the power of human...
