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Chaotics Philip Kotler

Chaotics von Philip Kotler

Chaotics Philip Kotler


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Zusammenfassung

We have entered into an entirely new era, an age of increasingly frequent and intense periods of turbulence in the global economy. This work outlines a specific system for managing waves of uncertainty affecting customers, employees, and other stakeholders.

Chaotics Zusammenfassung

Chaotics: The Business of Managing and Marketing in the Age of Turbulence Philip Kotler

We have entered into an entirely new era, an age of increasingly frequent and intense periods of turbulence in the global economy. Unlike past recessions, today's crises have precipitated a need for businesses to develop a new mindset, one that takes into account intermittent periods of disturbance, allowing them to thrive while under the constant threat of chaos. Complete with metrics and measurements, Chaotics outlines a powerful new system for managing waves of uncertainty affecting customers, employees, and other stakeholders. In this climate of increased turbulence, no organization can survive with less.

Über Philip Kotler

Philip Kotler is one of the world's foremost experts on the strategic practice of marketing, voted the first Leader in Marketing Thought by the American Marketing Association. He is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, and the author of many influential books, including Marketing Management. John A. Caslione is a highly sought after expert who has executed global business development strategies in 87 countries on six continents. He is the founder, President, and CEO of the global mergers and acquisitions advisor GCS Business Capital LLC.

Inhaltsverzeichnis

CONTENTS PrefaceVII Introduction1 1 THE WORLD HAS ENTERED A NEW ECONOMIC STAGE: FROM NORMALITY TO TURBULENCE5 What Is Market Turbulence?12 Factors that Can Cause Chaos18 Conclusion41 2 MANAGEMENT'S WRONG RESPONSES TO TURBULENCE NOW BECOME DANGEROUS45 Resource Allocation Decisions that Undermine Core Strategy and Culture51 Across-the-Board Spending Cuts versus Focused and Measured Actions53 Quick Fixes to Preserve Cash Flow, Putting Key Stakeholders at Risk56 Reducing Marketing, Brand, and New Product Development Expenses57 Declining Sales and Price Discounting60 Decoupling from Customers by Reducing Sales-Related Expenses62 Cutting Back on Training and Development Expenses in Economic Crises63 Undervaluing Suppliers and Distributors64 Conclusion69 3 THE CHAOTICS MODEL: MANAGING VULNERABILITY AND OPPORTUNITY71 Constructing an Early-Warning System (EWS)81 Construction of Key Scenarios89 Scenario and Strategy Selection98 Conclusion102 4 DESIGNING MANAGEMENT SYSTEMS FOR RESILIENCE103 The Chaotics Management System108 Finance and Information Technology112 Manufacturing/Operations122 Purchasing/Procurement129 Human Resources134 Conclusion138 5 DESIGNING MARKETING SYSTEMS FOR RESILIENCE141 Common Marketing Reactions to Crises145 Strategic Marketing Responses to Crises150 Operational Issues Facing the Marketing Department157 Operational Issues Facing the Sales Department162 Conclusion166 6 THRIVING IN THE AGE OF TURBULENCE: ACHIEVING BUSINESS ENTERPRISE SUSTAINABILITY169 Business Enterprise Sustainability172 Conclusion190 Notes193 Index205

Zusätzliche Informationen

GOR002485857
9780814415214
0814415210
Chaotics: The Business of Managing and Marketing in the Age of Turbulence Philip Kotler
Gebraucht - Sehr Gut
Gebundene Ausgabe
Amacom
20090501
224
N/A
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