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Survive, Exploit, Disrupt

Action Guidelines for Marketing in a Recession
Sofort lieferbar | Lieferzeit:3-5 Tage I
Peter Steidl
eBook Typ:
Adobe Digital Editions
eBook Format:
Adobe DRM [Hard-DRM]

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.

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.


Appendix: brand vision archetypes: a brand is an experience,not a set of descriptive attributes.

Recommended reading.


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