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Fenny Widyani Hartanto
Soegijapranata Catholic University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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A Thought on Applicability of Sun Tzu’s Strategy on Marketing Strategy Fenny Widyani Hartanto; Maria Yoshephine Dwi Hayu Agustini
Journal of Management and Business Environment (JMBE) Vol 2, No 1: July 2020
Publisher : Soegijapranata Catholic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/jmbe.v2i1.2621

Abstract

Sun Tzu’s strategy is actually an art of war used by Chinese military under Sun Tzu to win the war. Its application has been widespread beyond the military strategy. It has also been adopted for business strategy. This manuscript is to examine applicability of Sun Tzu’s strategy on marketing. In particularly it examines if Sun Tzu’s strategy can be applied as marketing strategy. Review manuscripts in related topics and a case study on a company are the method for the examination. The result indicates that Sun Tzu’s strategy is applicable in marketing and can be related with specific marketing terms.
Co-Authors Maria Yoshephine Dwi Hayu Agustini