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Professor Sun delivering the lecture.

The US-China Trade War was one of the top news stories in 2018, impacting upon trade negotiations and on markets and opinion. President of the United States Donald Trump initiated the Trade War and continues to turn on and off the media attention mostly through his presidential tweets. The lecture gave a brief on the theoretical framework and development of political marketing with the cross-border and cultural considerations.

The lecture was given by Professor Henry Sun, who discussed how the real purpose of Trump’s Trade War was as a ‘Media War’. He articulated the view that the US under Trump has been engaged in a conflict with the media and has been creating political scandals in order to avert attention to the President's errors on the domestic front. Professor Sun argued that the psychological strategies in Sun Tzu’s The Art of War teach that the supreme art of war is to subdue the enemy without fighting. Based on current science and technology, this can be defined as a field of study: the law of propaganda and persuasion in international political marketing.

Professor Sun is a leading international business entrepreneur, political marketing researcher and visiting Professor and International Director of the Business Research Institute and a former Visiting Fellow at the University of Oxford, Peking University and Harvard University. His research papers on International Political Marketing have been published in the Journal of Public Affairs (November, 2007, and August, 2008). He is a co-author of the books: Business Opportunities in the Far East (Dow Jones, 1990); Marketing (Textbook, Tsinghua University Press 2008); An Introduction to Political Marketing (Fudan University Press, 2008); International Political Marketing (Peking University Press, 2011); and co-author of an article published in the book Campaign for President 2012, Strategy and Tactics (Routledge, 2013).

Professor Phil Harris, Director of the Business Research Institute, said: “Henry’s strength is looking at policy interpretation, practically what we call ‘political marketing.’”

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