ABSTRACT
“Fire to assist their attacks” relates to the components of the marketing mix when used in market campaigns for “different fire-attack situations”. In a digital world where decisiveness, action, and surprise are ingredients leading to successful outcomes, Sun Tzu’s comment is an insightful affirmation for using speed to “win campaigns and take managers' objectives.” Sun Tzu divides the responsibilities of individuals “deliberating on plans” from those who “execute them.” For managers' purposes and within the framework of Sun Tzu’s reference to an “open-minded leader,” there are tangible characteristics that define successful leaders. Sun Tzu’s statements correspond to tactical maneuvers, which are short-term actions to achieve short-term objectives. And if used correctly, they support longer-term strategic objectives.
