ISSN:
0263-4503
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
The mundane and expanded marketing mix concept has an importantrole in Western marketing literature for both tangible products andintangible services. The nine Ps - namely promotion, product,price, place, process management, personnel, physical facilities, publicrelations and power - are now the foundation for strategicplanning in many companies. While the marketing mix concept remains animportant framework for the Western world, its contribution towards thelatter's declining economic prowess in recent years appears minimal. Onthe other hand, the East Asian economic powerhouse has grown fromstrength to strength. This can be attributed in no small way to certainoriental traditions and philosophies - not the least of which isSun Tzu's The Art of War. Although The Art of War is nowmore than 2,000 years old, it remains the cornerstone for strategicplanning in the East. Attempts to integrate the Western marketing mixconcept with The Art of War from the East using examples drawnfrom the construction industry in Singapore. The lessons to be learnedtherefore should be useful for strategic planners in the Westernmarketing community.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/02634509510083491
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