Two books in one, this award-winning work contains the complete
original text of "The Art of War" on the left-hand pages and its
line-by-line adaptation for facing marketing challenges, "The Art
of Marketing" on the facing right-hand pages. This book applies Sun
Tzu's methods to positioning a brand in the marketplace and
creating market awareness of that brand. It focuses specifically on
choosing the right target markets and seeing opportunities among
specific groups of people. It won Ben Franklin Book Award
recognition as one of the best Business books of the year. This
book also contains the only award-winning complete English
translation of Sun Tzu's "The Art of War." Sample Text: "Sun Tzu
said: This is war. It is the most important skill in the nation. It
is the basis of life and death. It is the philosophy of survival or
destruction. You must know it well. Your skill comes from five
factors. Study these factors when you plan war. You must insist on
knowing your situation. 1.Discuss philosophy. 2.Discuss the
climate. 3.Discuss the ground. 4.Discuss leadership. 5.Discuss
military methods." This is market competition. Without marketing
strategy, your organization will fail. Marketing is the foundation
of fortunes and failures. Your marketing strategy is to preserve
the best and destroy the rest. You must see all aspects of your
market position. There are five aspects that define your position
in a marketplace. Weigh these factors in your market analysis. You
must insist on knowing your marketing situation. 1.Discuss your
business mission. 2.Discuss the marketplace trends. 3.Discuss your
market segment. 4.Discuss decision-making. 5.Discuss the marketing
process. Table of Contents: The Art of War Plus The Art of
Marketing Foreword: Using This Book9 Introduction: Sun Tzu's Basic
Concepts19 1 Analysis25 Research27 2 Going to War39 Targeting41
3Planning an Attack51 Focus53 4Positioning63 Branding65 5Momentum
75 Creativity77 6Weakness and Strength87 Needs and Satisfaction89 7
Armed Conflict103 Communication105 8 Adaptability 117 Resilience119
9Armed March127 Campaigns129 10Field Position 147 Opportunities149
11Types of Terrain 165 Stages167 12 Attacking with Fire191
Desires193 13 Using Spies 203 Intelligence205 Glossary of Strategic
Concepts216 Index of Topics in The Art of War220 About the
Authors222
General
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