Product Overview
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 Book 9 Introduction: Sun Tzus Basic Concepts 19 1 Analysis 25 Research 27 2 Going to War 39 Targeting 41 3 Planning an Attack 51 Focus 53 4 Positioning 63 Branding 65 5 Momentum 75 Creativity 77 6 Weakness and Strength 87 Needs and Satisfaction 89 7 Armed Conflict 103 Communication 105 8 Adaptability 117 Resilience 119 9 Armed March 127 Campaigns 129 10 Field Position 147 Opportunities 149 11 Types of Terrain 165 Stages 167 12 Attacking with Fire 191 Desires 193 13 Using Spies 203 Intelligence 205 Glossary of Strategic Concepts 216 Index of Topics in The Art of War 220 About the Authors 222
