Applying the  to retail marketing and planning

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Document Information:
Title:	Applying the to retail marketing and planning
Author(s):	Low Sui Pheng, (School of Building and Real Estate, National University of Singapore, Singapore)
Citation:	Low Sui Pheng, (1998) "Applying the to retail marketing and planning", Marketing Intelligence & Planning, Vol. 16 Iss: 2, pp.124 - 135
Keywords:	Implementation, Marketing planning, Marketing strategy, Marketing theory, Retailing, Shopping centres
Article type:	General review
DOI:	10.1108/02634509810209650 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	The Thirty-six Chinese Classical Strategies of War is a renowned ancient book of warfare circulated among Chinese army commanders for a long period of time. Apart from its focus on warfare, this ancient treatise also holds valuable lessons for the world of competitive business. This paper presents the general principles espoused in the Thirty-six Chinese Classical Strategies of War and how these principles can be applied for strategic planning and marketing in the retail sector. It provides a refreshing view of strategic planning and intelligence gathering for retail marketing.