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

Über die Autorin bzw. den Autor

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.

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Praise for Chaotics:

“It’s a simple and profoundly important fact that the practice of management needs retooling as much as our economy and financial system in general. Chaotics is a superb start on the retooling process—especially its emphasis on imbedding resilience in orga­ni­zations. Leave it to Phil Kotler to give us lift-off power when we need it most.”

— Tom Peters, coauthor, In Search of Excellence

“An unprecedented book—for unprecedented times. Should be required reading for all managers in today’s chaotic world.” — Marshall Goldsmith author of What Got You Here Won’t Get You There and Succession: Are You Ready?

“Kotler’s and Caslione’s timing is simply perfect. Chaotics offers tremendous insight into our new normality of turbulence and uncertainty—which most businesses are ill-equipped to handle. Chaotics is an excellent strategy manual for business leaders and their organizations for handling and overcoming all crises, now and into ‘The Age of Turbulence.’” — Ferdinando “Nani” Falco Beccalli, President and CEO, GE International

“In times of unprecedented turbulence and volatility, new ways of thinking about and approaching the enormous issues facing business leaders are essential. Chaotics provides a compelling analysis of the issues and the roadmap needed to navigate through an increasingly risky and unpredictable business environment.”

— John Hahn, Managing Director, Providence Equity

“When skies are darkest, the brightest stars shine clearest. In the corporate world, they are the ones with strategic focus, not those who resort to knee-jerk, across-the-board cost cutting. In marketing’s gloomy sky, Philip Kotler is our brightest star. Together with strategist John Caslione, he has created this outstanding, timely, practical book to steer businesses through these turbulent times. Buy it. Read it. Do it.”

— Emeritus Professor Malcolm McDonald,

Cranfield University School of Management, United Kingdom,

author of Creating a Company for Customers

“There will be winners and losers emerging from this Age of Turbulence. Chaotics provides a timely framework for dealing with turmoil and prevailing in the zero-sum contest for survival.” — George Day, Geoffrey T. Boisi Professor of Marketing,

Wharton School, University of Pennsylvania

Aus dem Klappentext

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 shocks

? Construct detailed worst-case, best-case, and most-expected-case scenarios using the strategies for effectively dealing with each

? Cut costs or enhance efficiency strategically in specific departments: finance, information technology, manufacturing, purchasing, and human resources

? Secure your market share from core customer segments without decimating customer research and marketing budgets

? Compress strategic planning into shorter, three-month time cycles to keep a closer read on the pulse of the company

? Prevent the potentially catastrophic consequences of abandoning core principles

Timely, 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.

Philip Kotler is one of the world s foremost experts on the strategic practice of marketing, and was 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 the seminalMarketing Management and several other influential books. He lives in Glencoe, Illinois.

John A. Caslione is one of the world s most accomplished business strategists, serving as advisor to numerous large and middle-market companies, and having executed global business development strategies in 88 countries on six continents. He is the founder, president, and CEO of GCS Busi