Caótica
Subtitle: administración y marketing en tiempos de caos
By: Philip Kotler y John A. Caslione ; traducción de Affán Buitrago
Contributors: Caslione, John A.; Buitrago, Affán
Publisher: Norma
Published: 2010
Place of publication: Bogotá
Language: spa
Number of pages: 240
ISBN-13: 9789584525581
Subjects: Management; Marketing; Globalización; Ciclos económicos; Dirección y administración; Globalization; Marketing research; Mercadeo; Business cycles
Work titles: Chaotics
Description: This work explores a new way of doing business for increasingly turbulent times. We have entered into an entirely new era, an age of increasingly frequent and intense periods of turbulence in the global economy. Unlike past recessions, today's crises have precipitated a need for businesses to develop a new mindset, one that takes into account intermittent periods of disturbance, allowing them to thrive while under the constant threat of chaos. This book presents a revolutionary set of guidelines designed to help businesses: detect sources of turbulence, prepare scenarios, predict resulting vulnerabilities and opportunities, develop responses to ensure longterm resilience and success, avoid risk while advancing the interests of the company, build flexibility into the balance sheet, price strategically, adjust products to meet new customer values, and more. Complete with metrics and measurements, it outlines a powerful new system for managing waves of uncertainty affecting customers, employees, and other stakeholders. In this climate of increased turbulence, no organization can survive with less.
Notes: Translation of: Chaotics: the business of managing and marketing in the age of turbulence.

Includes bibliographical references.