Survive, Exploit, Disrupt: Action Guidelines for Marketing in a Recession - Tapa blanda

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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.

De la contraportada

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.

De la solapa interior

Mindshare is a global media and marketing network with billings in excess of US$23 billion. It offers strategic partnership to some of the world's leading brands, including Nike, Motorola, Unilever, Diageo, Nestle, GSK, HSBC, Ford and IBM.

The company offers services that include business analytics, consumer insights, creative communication, marketing ROI, and media planning and buying. Mindshare prides itself on a unique open-source approach and wideranging expertise covering digital and search, mobile, activation, branded content and sponsorships in addition to broadcast and print solutions that transform marketing challenges into tangible business results.

The network consists of 97 offices in 67 countries throughout the US,Latin America, Europe, Middle East and Asia Pacific.

Mindshare is a member of WPP, the world's leading communications services group.

For more information, please visit www.mindshareworld.com.