Steidl Survive, Exploit, Disrupt

Action Guidelines for Marketing in a Recession
1. Auflage 2016
ISBN: 978-1-118-32021-1
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 224 Seiten, E-Book

Recessions -- there may not be anything we can do to stopthem, but we have plenty of choices when it comes to ourresponse.
During a recession too much time can be spent trying to guesswhat impact it may have, while too little time is spent exploringthe strategic options available.
Survive, Exploit, Disrupt addresses the need forcompanies to shift their strategic thinking during an economicdownturn. As trends change and consumer behaviour becomes lesspredictable, companies that triumph over economic downturn fallinto three categories: survivors, exploiters and disrupters.
This book shows executives how to navigate their way through themany challenges a recession represents for their business, andcapitalise on the opportunities these periods of upheavalpresent.
Inside you'll discover:
* the drivers of change during a recession
* how to adapt to recessionary periods
* how to exploit growth opportunities and identify disruptiveopportunities
* specific actions you can take to survive a recession.
The result is a solid basis for recession-proof strategy thatcompanies can implement to ensure that they survive the toughtimes.

Autoren/Hrsg.

Steidl, Peter

Inhaltsverzeichnis

Acknowledgements.
A philosophical introduction to a hard-edged topic.
Part I: Strategic considerations.
1 Challenges and opportunities.
2 The myth of spending your way out of a recession.
3 Survivor: aligning marketing strategies with the emergingoperating environment.
4 Exploiter: strategies that deliver incremental, lumpygrowth.
5 Disrupter: reinventing the business.
6 Moving into action mode.
Part II: Action guidelines.
7 Actions for survivors.
8 Actions for exploiters.
9 Actions for disrupters.
Conclusion.
Appendix: brand vision archetypes: a brand is an experience,not a set of descriptive attributes.
Recommended reading.
Index.

Über Autor(innen)

Dr Peter Steidl is Partner, Business Planning with MindshareAustralia and serves on the board of the Institute for Multi-sensorProcessing Content Analysis at Curtin University.
While we live in a world of specialisation, Peter sees himself as ageneralist who places importance on collecting varied experiencesrather than just doing more of the same. He is known for hisability to make sense of the bigger picture and apply that toidentifying practical solutions. He has lived and worked as aconsultant in the UK, Germany, Austria and Australia and hascarried out assignments in more than 15 countries on fourcontinents. He counts some 30 Fortune Global 500 companiesincluding several in the top 100 among his clients.