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Survive, Exploit, Disrupt

Survive, Exploit, Disrupt Action Guidelines for Marketing in a Recession

Author: Peter Steidl
Publisher: John Wiley & Sons
ISBN: 9781742169378
Published In: March 2009
Format: Paperback , 224 pages
Jurisdiction: International or US ? Disclaimer:
Countri(es) stated herein are used as reference only

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Contents
Author

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Recessions -- there may not be anything we can do to stop them, but we have plenty of choices when it comes to our response.

During a recession too much time can be spent trying to guess what impact it may have, while too little time is spent exploring the strategic options available.

Survive, Exploit, Disrupt addresses the need for companies to shift their strategic thinking during an economic downturn. As trends change and consumer behaviour becomes less predictable, companies that triumph over economic downturn fall into three categories: survivors, exploiters and disrupters.

This book shows executives how to navigate their way through the many challenges a recession represents for their business, and capitalise on the opportunities these periods of upheaval present.

Inside you’ll discover:

the drivers of change during a recession
how to adapt to recessionary periods
how to exploit growth opportunities and identify disruptive opportunities
specific actions you can take to survive a recession.

The result is a solid basis for recession-proof strategy that companies can implement to ensure that they survive the tough times.

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.

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.