SURVIVE, EXPLOIT, DISRUPT: ACTION GUIDELINES FOR MARKETING IN A RECESSION
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- Wiley
More About This Title SURVIVE, EXPLOIT, DISRUPT: ACTION GUIDELINES FOR MARKETING IN A RECESSION
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Dr Peter Steidl is Partner, Business Planning with Mindshare Australia and serves on the board of the Institute for Multi-sensor Processing Content Analysis at Curtin University.
While we live in a world of specialisation, Peter sees himself as a generalist who places importance on collecting varied experiences rather than just doing more of the same. He is known for his ability to make sense of the bigger picture and apply that to identifying practical solutions. He has lived and worked as a consultant in the UK, Germany, Austria and Australia and has carried out assignments in more than 15 countries on four continents. He counts some 30 Fortune Global 500 companies including several in the top 100 among his clients.
While we live in a world of specialisation, Peter sees himself as a generalist who places importance on collecting varied experiences rather than just doing more of the same. He is known for his ability to make sense of the bigger picture and apply that to identifying practical solutions. He has lived and worked as a consultant in the UK, Germany, Austria and Australia and has carried out assignments in more than 15 countries on four continents. He counts some 30 Fortune Global 500 companies including several in the top 100 among his clients.
English
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 emerging operating environment.
4 Exploiter: strategies that deliver incremental, lumpy growth.
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.
