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


Philip Kotler and John A. Caslione



9780814415214
Retail Price: $25.00
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Format: Hardcover, 224pp.
ISBN: 9780814415214
Publisher: AMACOM
Pub. Date: May 15, 2009

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Description and Reviews
From The Publisher:

A new way of doing business for increasingly turbulent times.

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. Chaotics presents a revolutionary set of guidelines designed to help businesses:
  • detect sources of turbulence
  • prepare scenarios
  • predict resulting vulnerabilities and opportunities
  • develop responses to ensure long-term resilience and success
  • avoid risk while advancing the interests of the company
  • build flexibility into the balance sheet
  • price strategically
  • adjust products to meet new customer values
  • and more
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.



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“Globalization and technology have heightened the interconnection, interdependence and fragility of today’s marketplace…Chaotics provides a system for steering businesses through both the best and worst of times.”
—Research magazine


 
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About the Authors

Philip Kotler (Evanston, IL) 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 (Lake Forest, IL) 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.



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Table of Contents

 
Prefacevii
Introduction1
 
1The World Has Entered A New Economic Stage: From Normality To Turbulence5
What Is Market Turbulence?
Factors that Can Cause Chaos
Conclusion
 
2Management’s Wrong Responses To Turbulence Now Become Dangerous45
Resource Allocation Decisions that Undermine Core Strategy and Culture
Across-the-Board Spending Cuts versus Focused and Measured Actions
Quick Fixes to Preserve Cash Flow, Putting Key Stakeholders at Risk
Reducing Marketing, Brand, and New Product Development Expenses
Declining Sales and Price Discounting
Decoupling from Customers by Reducing Sales-Related Expenses
Cutting Back on Training and Development Expenses in Economic Crises
Undervaluing Suppliers and Distributors
Conclusion
 
3The Chaotics Model: Managing Vulnerability And Opportunity71
Constructing an Early-Warning System (EWS)
Construction of Key Scenarios
Scenario and Strategy Selection
Conclusion
 
4Designing Management Systems For Resilience103
The Chaotics Management System
Finance and Information Technology
Manufacturing/Operations
Purchasing/Procurement
Human Resources
Conclusion
 
5Designing Marketing Systems For Resilience141
Common Marketing Reactions to Crises
Strategic Marketing Responses to Crises
Operational Issues Facing the Marketing Department
Operational Issues Facing the Sales Department
Conclusion
 
6Thriving In The Age Of Turbulence: Achieving Business Enterprise Sustainability169
Business Enterprise Sustainability
Conclusion
 
Notes193
Index205



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