A convergence of Western marketing mix concepts and oriental strategic thinking

The mundane and expanded marketing mix concept has an important role in Western marketing literature for both tangible products and intangible services. The nine Ps – namely promotion, product, price, place, process management, personnel, physical facilities, public relations and power – are now the foundation for strategic planning in many companies. While the marketing mix concept remains an important framework for the Western world, its contribution towards the latter′s declining economic prowess in recent years appears minimal. On the other hand, the East Asian economic powerhouse has grown from strength to strength. This can be attributed in no small way to certain oriental traditions and philosophies – not the least of which is Sun Tzu′s The Art of War. Although The Art of War is now more than 2,000 years old, it remains the cornerstone for strategic planning in the East. Attempts to integrate the Western marketing mix concept with The Art of War from the East using examples drawn from the construction industry in Singapore. The lessons to be learned therefore should be useful for strategic planners in the Western marketing community.