A convergence of Western marketing mix concepts and oriental strategic thinking (Конвергенция западной смеси маркетинговых концепций и восточного стратегического мышления)
Опубликовано на портале: 09-01-2003
Marketing Intelligence & Planning.
1995.
Vol. 13.
No. 2.
P. 36 - 46.
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.
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