Most business people have heard of Sun Tzu, the brains behind The Art of War, a Chinese military treatise written in the 6th century BC. His battle-tested wisdom, detailed in this ancient work, has not only guided military strategists and tacticians throughout the ages, but it has also garnered amazing popularity as a business and marketing treatise.  The Art of War is one of the most popular and enduring business books of our age.  Talk about shelf life!

The reason for this incredible popularity is simple.  As marketers, we spend most days putting on helmets, strapping on the armor and grabbing our swords to attack the marketplace with vengeance.  "Marketing is war," we love to say and exclaim it boldly.  Too often, however, we are ill-prepared to wage the battles going in the trenches--the channels-to-market, retail shelves and consumer loyalties we seek to win and conquer.

The Art of War is all about the preparation needed to wage warfare.  Yes, marketing warfare.  Here's a brief look at each of the 13 chapters and how Sun Tzu's advice informs marketers today.

1. Laying Plans defines the factors for success.  Start with a Strategic Marketing Plan that outlines goals, objectives and expected outcomes.

2. Waging War explains how to understand the economy of war.  Commit to a marketing budget and plan for the cost of being competitive.

3. Attack by Stratagem defines the source of strength and unity.  Integrate all marketing activities to create synergy.

4. Tactical Dispositions explains the need to defend existing positions. Use market and sales data to protect territories you own.

5. Energy explains the use of creativity and timing in building momentum.  Knowledge plus creativity in how you communicate adds power to marketing.

6. Weak Point and Strong explains how your opportunities come from the relative weakness of your enemy in a given area.  Understand your competitors' strengths and weaknesses and use them to your advantage.

7. Maneuvering explains the dangers of direct conflicts.  Assess and choose battles wisely.

8. Variation In Tactics focuses on the need for flexibility.  Marketing plans should never be "put on the shelf."  Regularly reviewing and adjusting tactics is vital.

9. The Army on the March is about evaluating the intentions of others.  Know your competition!!

10. Terrain looks at the three general areas of resistance, their advantages and disadvantages.  Thoroughly understand the segmentation of your market by geography, demographics, psychographics, ethnicity and so forth to spot the best opportunities.

11. The Nine Situations describe nine common situations and the specific focus you need to successfully navigate each of them.  Establish marketing best practices to cover common situations in your marketplace.

12. The Attack by Fire explains the general use of weapons.  Plan how and when to use the marketing weapons at your disposal (advertising, PR, guerilla-marketing, sponsorships, etc.)

13. The Use of Spies focuses on the importance of developing good information sources. Nothing beats a network of field contacts and resources to keep marketers regularly informed.

Many brave souls undoubtedly lost their lives by not following Sun Tzu's advice back in the 6th century BC. Fortunately for us, the stakes aren't so high.  But the advice is definitely right on.