Philip Kotler on marketing in times of economic uncertainty 

So new book to articulate the business form Philip Kotler

thanks for the video

To manage in an uncertain business environment, I am pleased to bring to your attention the first Indian book on managing business in the VUCA environment which is published this month by Jaico Publishing House. The book "The VUCA Company" is authored by myself, an industry veteran and Prof. Manoj Joshi, Prof. of Strategy at Amity University, Lucknow and foreword by Ms. Shikha Sharma, MD & CEO, Axis Bank and endorsed by over 40 international academic literati. For the first time in India, a book brings original case studies on 12 Indian corporate failures since economic liberalization in the 90s, backed by several years of extensive research.The VUCA Company provides insight into behavioural and systemic aspects of failures and under-performance and how individuals and organizations can avoid, minimize and recover from failures.

disaster planning is a good term....