The world is uncertain and growing more so. Businesses must react to new and constant fluidity. Remaining calm and clear-eyed in the face of chaos takes nerve and perception. Marketing guru Philip Kotler and business adviser John A. Caslione offer a rock of judgment to stand on amid these tossing seas. Their knowledgeable, organized approach proves scholarly enough to offer illuminating historical background and forward-looking enough to present a clear – if general – set of guidelines for managing, marketing and selling in a future where change is constant. They identify obstacles and offer strategies to help leaders cope with the unknown and stay flexible when the going is chaotic. getAbstract recommends this readable prescription for thriving in troubled times to anyone who intends to earn a living today, next week or 10 years hence.
About the Authors
The “father of modern marketing,” Philip Kotler teaches at the Kellogg School of Management at Northwestern University. His books include Marketing Management. Strategist John A. Caslione is the CEO of GCS Business Capital LLC, a mergers and acquisitions advisory firm.
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7 years agoWhy is the audio different than the text?