Journal of Management and Business Environment (JMBE)
Vol 2, No 1: July 2020

A Thought on Applicability of Sun Tzu’s Strategy on Marketing Strategy

Fenny Widyani Hartanto (Soegijapranata Catholic University)
Maria Yoshephine Dwi Hayu Agustini (Soegijapranata Catholic University)

Article Info

Publish Date
04 Aug 2020

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.

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Journal Info
Journal of Management and Business Environment (JMBE)
Website

Abbrev

JMBE

Publisher

Universitas Katolik Soegijapranata

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

Description

The Journal of Management and Business Environment (JMBE) is a blind-review journal that is published by Magister Management, Soegijapranata Catholic University, Semarang, Indonesia. The journal is intended to provide forums for academicians and practitioners to disseminating relevant, high quality ...