The Art of War in manufacturing consumer consent Strategy, business culture and ethics in marketing management

The Art of War in manufacturing consumer consent Strategy, business culture and ethics in... Purpose – The purpose of this paper is to use principles from Tzu's The Art of War to develop a conceptual framework for the exploration of brand persuasion and the manufacturing of consumer consent and consumption. Design/methodology/approach – The conceptual framework is based upon formal theoretical links between Tzu's concept of engagement and the political economic aspects of Herman and Chomsky with regard to manufacturing consent and consumption engineering via use of the mass media. Findings – Within the framework the consumer is simultaneously the enemy, the manipulated target for consumption engineering and the protected people in the sales “war”. The business culture and ethical considerations of such a position are examined and hence the paper offers a novel insight into how theoretical concepts link political, social and commercial paradigms in order to gain an insight into market interventions, consumption engineering and marketing leverage. Originality/value – The paper contributes to the body of knowledge examining the relationship between Chinese and Western theoretical concepts whilst providing insight for executives seeking to leverage marketing strategy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Chinese Management Studies Emerald Publishing

The Art of War in manufacturing consumer consent Strategy, business culture and ethics in marketing management

Chinese Management Studies, Volume 5 (4): 10 – Nov 22, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-614X
D.O.I.
10.1108/17506141111183488
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to use principles from Tzu's The Art of War to develop a conceptual framework for the exploration of brand persuasion and the manufacturing of consumer consent and consumption. Design/methodology/approach – The conceptual framework is based upon formal theoretical links between Tzu's concept of engagement and the political economic aspects of Herman and Chomsky with regard to manufacturing consent and consumption engineering via use of the mass media. Findings – Within the framework the consumer is simultaneously the enemy, the manipulated target for consumption engineering and the protected people in the sales “war”. The business culture and ethical considerations of such a position are examined and hence the paper offers a novel insight into how theoretical concepts link political, social and commercial paradigms in order to gain an insight into market interventions, consumption engineering and marketing leverage. Originality/value – The paper contributes to the body of knowledge examining the relationship between Chinese and Western theoretical concepts whilst providing insight for executives seeking to leverage marketing strategy.

Journal

Chinese Management StudiesEmerald Publishing

Published: Nov 22, 2011

Keywords: Consumer behaviour; Brands; Ethics; Marketing strategy; The Art of War ; Brand persuasion; Manufacturing consent; Marketing leverage; Political economics; Consumption engineering; Business culture

References

  • Marketing as warfare, revisited
    Kolar, T.; Toporisic, A.
  • A convergence of Western marketing mix concepts and oriental strategic thinking
    Low, S.P.; Tan, C.S.
  • A study of strategy implementation as expressed through Sun Tzu's principles of war
    Wu, W.Y.; Chou, C.H.; Wu, Y.‐G.

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