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The Resource Survive, exploit, disrupt : action guidelines for marketing in a recession, Peter Steidl

Survive, exploit, disrupt : action guidelines for marketing in a recession, Peter Steidl

Label
Survive, exploit, disrupt : action guidelines for marketing in a recession
Title
Survive, exploit, disrupt
Title remainder
action guidelines for marketing in a recession
Statement of responsibility
Peter Steidl
Creator
Subject
Language
eng
Cataloging source
AU@
http://library.link/vocab/creatorName
Steidl, Peter
Index
index present
Literary form
non fiction
http://library.link/vocab/subjectName
  • Marketing
  • Recessions
  • Success in business
Label
Survive, exploit, disrupt : action guidelines for marketing in a recession, Peter Steidl
Instantiates
Publication
Note
Includes index
Contents
1. Challenges and opportunities -- Part I. Strategic considerations -- 2. The myth of spending your way out of a recession -- 3. Survivor: aligning marketing strategies with the emerging operating environment -- 3.1. Understanding the scale and scope of change -- 3.2. Strategies for dealing with changes in habitual buying -- 3.3. Strategies for dealing with changes in trade-off decisions -- 4. Exploiter: strategies that deliver incremental lumpy growth -- 5. Disrupter: reinventing the business -- 6. Moving into action mode -- Part II. Action guidelines -- Actions for survivors -- Action 1: Build an early warning system -- Action 2: Conduct a touchpoint audit -- Action 3: Use brand vision archetypes to focus your strategy -- Actions for exploiters: opportunism as the engine of growth -- Action 4: Use speed and flexibility to beat scale -- Action 5: Establish a strategy review board -- Action 6: Explore icon brand opportunities -- Actions for disrupters: reinventing the business -- Action 7: Build scenarios of the future -- Action 8: Explore value-chain opportunities -- Brand vision archetypes: a brand is an experience, not a set of descriptive attributes
Control code
ocn301689021
Dimensions
21 cm
Extent
xii, 211 p.
Isbn
9781742169378
Isbn Type
(pbk)
Other physical details
ill.
System control number
(OCoLC)301689021
Label
Survive, exploit, disrupt : action guidelines for marketing in a recession, Peter Steidl
Publication
Note
Includes index
Contents
1. Challenges and opportunities -- Part I. Strategic considerations -- 2. The myth of spending your way out of a recession -- 3. Survivor: aligning marketing strategies with the emerging operating environment -- 3.1. Understanding the scale and scope of change -- 3.2. Strategies for dealing with changes in habitual buying -- 3.3. Strategies for dealing with changes in trade-off decisions -- 4. Exploiter: strategies that deliver incremental lumpy growth -- 5. Disrupter: reinventing the business -- 6. Moving into action mode -- Part II. Action guidelines -- Actions for survivors -- Action 1: Build an early warning system -- Action 2: Conduct a touchpoint audit -- Action 3: Use brand vision archetypes to focus your strategy -- Actions for exploiters: opportunism as the engine of growth -- Action 4: Use speed and flexibility to beat scale -- Action 5: Establish a strategy review board -- Action 6: Explore icon brand opportunities -- Actions for disrupters: reinventing the business -- Action 7: Build scenarios of the future -- Action 8: Explore value-chain opportunities -- Brand vision archetypes: a brand is an experience, not a set of descriptive attributes
Control code
ocn301689021
Dimensions
21 cm
Extent
xii, 211 p.
Isbn
9781742169378
Isbn Type
(pbk)
Other physical details
ill.
System control number
(OCoLC)301689021

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