谋略与竞争 (Strategy and Competition)
ebook ∣ 《孙子兵法》在市场营销中的应用 (Application of The Art of War in Marketing)
By 杨岳全

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本书是根据杨岳全教授在北京大学相关研究生课程上的讲稿整理而成的,按照《孙子兵法》的篇章顺序进行阐释与解读。每章都由三部分组成:原文、注释与译文,题解、内容与点评,应用与案例。在对原文进行注释和翻译的时候,本书博采众家之长,准确地呈现了《孙子兵法》的精义;在题解、内容和点评部分,一方面对原文进行条分缕析式的解剖,另一方面又力求准确地提炼出每一章节的核心思想;应用和案例部分则是在提炼出每一章节核心思想的基础上,运用现代经济学、管理学思想对其进行重新阐释,并配合以丰富的案例。This book is based on Professor Yang Yuequan's lecture notes for postgraduate courses in Peking University. Following the same chapter sequence as "The Art of War", interpretations are provided. Each chapter consists of three parts: original text, notes and translation; explanatory notes on the title, contents and comments; applications and cases. In the first part, the book learns widely from others' strong points and accurately presents the essence of "The Art of War". In the second part, the book analyzes the original texts point by point while striving to extract precisely the core idea of each chapter. In the last part, on the basis of the core idea of each chapter, reinterpretations are given by applying thoughts of modern economics and management, and various cases are provided.