Caslione John | Kotler Philip: Kaotika

Philip Kotler, John Caslione: Chaotic

MANAGEMENT AND MARKETING IN TURBULENT TIMES! AN ESSENTIAL GUIDE FOR BUSINESS LEADERS TRYING TO SURVIVE TODAY'S ECONOMIC STORMS AND WANT TO PROGRESS IN TOMORROW'S INEVITABLE TURBULENCES! Chaotics is a strategic working framework intended to solve economic turbulence. The book is based on the conception of the world economy, which has entered a period of economic uncertainty and enables companies to survive with higher rates of risk. For this, Philip Kotler and John A. Caslione present a set of new patterns of strategic behavior, as well as instruments for creating an early warning system, a system for designing possible scenarios to review possible outcomes, and a system for quick reactions. The Kaotika management system helps managers to rethink the entire approach to management and marketing during recessions and other turbulent conditions, including how to develop an early warning system and identify the first signs of change, including disruptive innovations and shocks; create detailed worst-case, best-case, and most-anticipated scenarios using strategies to effectively deal with each one; strategically cut costs or increase efficiency; ensure market share in the basic consumer segment; to compress strategic planning into shorter three-month cycles in order to more easily follow the pulse of the company and to prevent the potentially catastrophic consequences of abandoning fundamental principles. Brief content: 1. THE WORLD HAS ENTERED A NEW ECONOMIC STAGE: FROM NORMALITY TO TURBULENCE What is market turbulence? Factors That Can Cause Chaos 2. WRONG MANAGEMENT REACTIONS TO TURBULENCE NOW BECOME DANGEROUS Resource allocation decisions that undermine core strategy and culture Reducing overall costs vs. focused and measured processes Quick-fix solutions that ensure cash flow while putting key stakeholders in risky situations Reducing costs for marketing and new brand and product development Sales declines and price cuts Separating customers by reducing sales-related costs Reducing costs training and development in a period of economic crises Underestimating suppliers and distributors 3. CHAOTICS MODEL: MANAGING VULNERABILITY AND OPPORTUNITIES Creation of an early warning system, Creation of key scenarios Selection of scenarios and strategies 4. DESIGN OF FLEXIBLE MANAGEMENT SYSTEMS Management system Chaotics, Finance and information technology Production/operations Purchase/procurement Human resources 5. DESIGN OF FLEXIBLE MARKETING SYSTEM Common Marketing Reactions to Crisis Strategic Marketing Responses to Crisis Operational Issues Facing Marketing Departments Operational Issues Facing Sales Departments 6. SUCCEEDING WELL IN TURBULENT PERIODS: ACHIEVING BUSINESS SUSTAINABILITY Business Venture Sustainability Philip Kotler is one of the world's foremost experts on strategic marketing, and was named the first marketing thought leader by the American Marketing Association (AMA). He is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University and the author of the prolific book Marketing Management and many other influential books. He lives in Glencoe, Illinois. John A. Caslione is one of the world's best business strategists who works as a consultant in many large and medium-sized companies, and has carried out global business developments in 88 countries on six continents. He is the founder, president and CEO of GCS Business Capital LLC, a global mergers and acquisitions advisory firm. He lives in Lake Forest, Illinois.