When can we expect the turbulence of today's business environment to settle down?
Don't hold your breath. Turbulence is now the normal condition of industries, markets and companies - especially heightened turbulence with its consequent chaos, risk and uncertainty. Turbulence has two major effects. One is vulnerability, against which companies need defensive armor. The other is opportunity, which needs to be exploited.
In this execuBook, authors Philip Kotler and John Caslione note that bad times are bad times for many and good times for some. They analyze the factors that can cause chaos and that make the traditional three-year strategic plan anachronistic and worthless, and they explain the three components of the Chaotics Management System, which can help businesses prosper despite turbulence.
This summary is a timely guide to doing business in times of uncertainty. It will be of interest to marketers and other managers in any business.
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