Chaotics

The Business of Managing and Marketing in the Age of Turbulence

Häftad, Engelska, 2024

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Beskrivning

As the fallout from the financial meltdown of 2008 grows progressively worse, companies, industries, and entire markets cling precariously to life or have ceased to exist altogether. And the turbulence may not be over any time soon.In Chaotics, noted business strategists Philip Kotler and John Caslione present the intriguing, if unsettling, argument that these troubled times are not an aberration, but the new face of normal. In fact, the economic downturn is part of a continually oscillating Age of Turbulence, where both risk and opportunity are quickly felt around the world, now inexorably linked by globalism and technology. It’s a world that chews up the unprepared, but rewards the prepared—those robust companies that have the ability to quickly anticipate and effectively respond to potential threats.Packed with illuminating examples of resilient companies that are successfully navigating turbulence, as well as many painful examples of bankrupt or soon-to-be defunct companies unprepared for the chaos that felled them, Chaotics provides deep insights and practical strategies for not only surviving the current economic downturn, but also thriving amid the many slumps and spurts of prosperity that lie ahead.At the heart of this book is an innovative Chaotics Management System for minimizing vulnerability and exploiting opportunities—and putting yourself way ahead of your competitors, most of whom are clinging to the same old panic tactics of across-the-board staff cuts, deep price discounts, and slashed investments in marketing, branding, and new product development. The system outlined here helps you completely rethink how you manage and market during recession and other turbulent conditions, including how to:Develop early warning systems for identifying the first signs of upheaval, including disruptive innovations and shocksConstruct detailed worst-case, best-case, and most-expected-case scenarios using the strategies for effectively dealing with eachCut costs or enhance efficiency strategically in specific departments: finance, information technology, manufacturing, purchasing, and human resourcesSecure your market share from core customer segments—without decimating customer research and marketing budgetsCompress strategic planning into shorter, three-month time cycles to keep a closer read on the pulse of the companyPrevent the potentially catastrophic consequences of abandoning core principlesTimely, practical, and compelling, Chaotics is an indispensable guide for business leaders striving to survive today’s economic storms and to prosper through the inevitable turbulence of tomorrow.

Produktinformation

Utgivningsdatum:2024-05-23
Mått:152 x 229 x 13 mm
Vikt:317 g
Format:Häftad
Språk:Engelska
Antal sidor:224
Förlag:HarperCollins Focus
ISBN:9781400246977

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Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. Widely acknowledged as the world's foremost expert on strategic marketing, Professor Kotler is also a classically trained economist. He earned his Master's in Economics at the University of Chicago under the famed Nobel laureate Milton Friedman, who represented free-market thinking. He went on to pursue his Ph.D. at MIT under Paul Samuelson and Robert Solow, two Nobel Prize-winning economists who represented Keynesian thinking. "Many economists are not aware that the field of marketing originated as an economics discipline," Kotler observes. In his latest book, CONFRONTING CAPITALISM: Real Solutions for a Troubled Economic System (AMACOM; April 2015), he draws on his outstanding background in economics, as well as his esteemed knowledge of marketing, to offer unique insights into the inner workings of capitalism. "Capitalism, management, and marketing must be joined in a comprehensive framework to understand marketplace developments and impacts," Kotler contends. "I hope this book achieves that goal." Throughout his career, Dr. Kotler has received numerous honors and awards. He claims 22 Honorary Degrees, including five from Schools of Economics: Athens School of Economics (1995), Cracow School of Economics (1998), Budapest School of Economic Science (2001), Academy of Economic Studies in Bucharest (2005), and Plekhanov Russian Academy of Economics in Moscow (2014). In a Financial Times survey of leading global executives, Philip Kotler ranked fourth among the most Influential Business Writers/Management Gurus, following Peter Drucker, Bill Gates, and Jack Welch. He was also ranked the sixth most influential business thinker, following Gary Hamel, Thomas L. Friedman, Bill Gates, Malcolm Gladwell, and Howard Gardner, by the Wall Street Journal. Voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the Handbook of Management Thinking, he has been recognized with a Distinguished Marketing Educator Award from the American Marketing Association and a Distinguished Educator Award from The Academy of Marketing Science. On his 75th birthday, Professor Kotler was honored with a commemorative postage stamp from Indonesia. Philip Kotler has consulted for IBM, General Electric, ATT, Honeywell, Bank of America, Merck, and other organizations on marketing strategy, planning, and organization. He has advised governments on how to develop and position the skills and resources of their companies for global competition. He has published more than 150 articles in leading journals, including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Management Science, and the Journal of Business Strategy. He has also authored over 50 books on all aspects of marketing, including Marketing Management, the most widely used marketing textbook in graduate business schools worldwide, now in its 15th edition. Professor Kotler did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.