Marketing: Planning and Implementation from the Art of War

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Now-a-days, if any country is economically strong; those countries can get strong recognition in the whole world. And a country will get this kind of strength if they have better and profitable business condition. Business means integration of all kind of activities which help to run a company. To run a successful business, we need too many activities like- finance, human resource, production etc and marketing is one of them. Without marketing we cannot earn profit because without selling the products/ services, we cannot run our business. Marketing activities help us to sell the products, do promotions, helps to create brand image and helps to get profit. In this world nothing is constant everything changing rapidly, change is the only unchanged in the world and marketing activities deal with this changes We can use many techniques to sell the goods and can create an image in the mind of customers about our products and our company. Those techniques are known as marketing strategies. Have we ever thought that how these strategies were developed, who made these strategies? To answer these kinds of questions, at first the names which come to our mind are- Philip Kotlar, Adam Smith or Grey Armstrong. We can recall their names because we read their books our educational institutions; we gather their articles, books, quotes to get more insights about marketing. But we know years after year’s people have engaged themselves to do marketing but may be that time they were not aware this term ‘Marketing’.

Have we ever heard the name of “Sun Tzu”? How many of us know the famous book named “The Art of War” written by him. Many of us don’t know about this book, not even the importance of it. This book was written 2500 years ago. This book is all about war. The writer wrote thousands of techniques to win without war. There are only thirteen chapters on the books but on those chapters the writer wrote all the techniques to beat the enemy. Now these techniques are used as marketing strategy.  

The Art of War is an ancient Chinese military treatise attributed to Sun Tzu which is also referred to as "Sun Wu" and "Sunzi", a high-ranking military general, strategist and tactician, and it was believed to have been compiled during the late Spring and Autumn period or early Warring States period. It is commonly known to be the definitive work on military strategy and tactics of its time. It has been the most famous and influential of China's Seven Military Classics, and for the last 2000 years it remained the most important military treatise in Asia, where even the common people knew it by name. It has had an influence on Eastern and Western military thinking, business tactics, legal strategy, and beyond. The book was first translated into the French language in 1772 by French Jesuit Jean Joseph Marie Amiot and a partial translation into English was attempted by British officer Everard Ferguson Calthrop in 1905.Leaders as diverse as Mao Zedong, General Vo Nguyen Giap, Baron Antoine-Henri Jomini, General Douglas MacArthur, and leaders of Imperial Japan have drawn inspiration from the work. Sun Tzu (544-496 BC) wrote the original text of The Art of War shortly before 510 BC. "Sun Tzu" means simply "Master Sun" in Chinese. His surname was Sun, but his first named was Wu, not to be confused with the state Wu of the time, a different Chinese character. He was born in what is today the Shandong area, but at that time it would have been the northern state of Ch'i. Not very much is known about his life. Historically, there were two "Master Suns" involved with the military treatise. Sun Wu (544-496 BC) was the original author. His descendant, Sun Ping (or Bing) (380-316 BC), worked for the state of Ch’i and added to and popularized his own version of the work. The two are often confused. (Note: According to an e-mail, "Most Chinese recent historians generally agree that he [Sun Wu] was born in around 536 BC. By 516, he was 18, recorded as...
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