Chaotics: The Business of Managing and Marketing in the Age of Turbulence

Philip Kotler and John A. Caslione

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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. Chaotics 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 long-term 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, Chaotics 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.

“Globalization and technology have heightened the interconnection, interdependence and fragility of today’s marketplace…Chaotics provides a system for steering businesses through both the best and worst of times.”

—Research magazine

Philip Kotler (Evanston, IL) is one of the world’s foremost experts on the strategic practice of marketing, voted the first Leader in Marketing Thought by the American Marketing Association. He is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, and the author of many influential books, including Marketing Management.

John A. Caslione (Lake Forest, IL) is a highly sought after expert who has executed global business development strategies in 87 countries on six continents. He is the founder, President, and CEO of the global mergers and acquisitions advisor GCS Business Capital LLC.

	Preface	vii
	Introduction	1
1	The World Has Entered A New Economic Stage: From Normality To Turbulence	5
	What Is Market Turbulence?
	Factors that Can Cause Chaos
	Conclusion
2	Management’s Wrong Responses To Turbulence Now Become Dangerous	45
	Resource Allocation Decisions that Undermine Core Strategy and Culture
	Across-the-Board Spending Cuts versus Focused and Measured Actions
	Quick Fixes to Preserve Cash Flow, Putting Key Stakeholders at Risk
	Reducing Marketing, Brand, and New Product Development Expenses
	Declining Sales and Price Discounting
	Decoupling from Customers by Reducing Sales-Related Expenses
	Cutting Back on Training and Development Expenses in Economic Crises
	Undervaluing Suppliers and Distributors
	Conclusion
3	The Chaotics Model: Managing Vulnerability And Opportunity	71
	Constructing an Early-Warning System (EWS)
	Construction of Key Scenarios
	Scenario and Strategy Selection
	Conclusion
4	Designing Management Systems For Resilience	103
	The Chaotics Management System
	Finance and Information Technology
	Manufacturing/Operations
	Purchasing/Procurement
	Human Resources
	Conclusion
5	Designing Marketing Systems For Resilience	141
	Common Marketing Reactions to Crises
	Strategic Marketing Responses to Crises
	Operational Issues Facing the Marketing Department
	Operational Issues Facing the Sales Department
	Conclusion
6	Thriving In The Age Of Turbulence: Achieving Business Enterprise Sustainability	169
	Business Enterprise Sustainability
	Conclusion
	Notes	193
	Index	205

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