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Tables of Contents for Sun Tzu Strategies for Marketing
Chapter/Section Title
Page #
Page Count
Preface
ix
Introduction: The Principles of Marketing Strategy
1
4
First Principle: Honor the Customer
5
10
If the customer doesn't purchase your product or service, nothing else matters.
Second Principle: Organization of Intelligence
15
24
Know your market as well as you know yourself.
Third Principle: Maintenance of the Objective
39
30
A clear intention and a steady aim.
Fourth Principle: A Secure Position
69
18
Occupy a position that cannot easily be taken by your opponents.
Fifth Principle: Offensive Action
87
20
Keep on the offensive to secure freedom of action.
Sixth Principle: Surprise
107
14
Surprise is the best way to gain psychological dominance and deny the initiative to your opponent.
Seventh Principle: Maneuver
121
16
The easiest routes are often the most heavily defended; the longest way round can be the shortest way home.
Eighth Principle: Concentration of Resources
137
14
Mass sufficiently superior force at the decisive place and time.
Ninth Principle: Economy of Force
151
12
Assess accurately where you employ your resources.
Tenth Principle: Command Structure
163
24
The management process unleashes the power of human resources.
Eleventh Principle: Personal Leadership
187
28
It requires the leader's faith in his or her people and their faith in the leader's ability to win.
Twelfth Principle: Simplicity
215
2
Even the simplest plans are difficult to execute.
Implementing Strategies
217
20
Practical Marketing Examples from Successful Managers
Index
237