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Chaotics - 9780814415214

Un libro in lingua di Philip Kotler Caslione John A. edito da Amacom Books, 2009

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Kotler (international marketing, Northwestern U.) and Caslione, a business strategist and advisor to large and middle-market companies, outline a system for insuring against risk in a turbulent economy, as well as taking advantage of uncertainty, and getting through the turbulence instead of getting caught up in it. They describe why standard cut-and-run responses to market downturns are hazardous to future viability, and provide a framework that can be used both in times of vulnerability and opportunity. Using examples of companies such as McDonald's, P&G, Johnson & Johnson, Starbucks, Home Depot, Chrysler, and GM, they detail flawed responses to uncertainty and how to design management and marketing systems for resilience. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)

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