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Sinopsis
Is it possible any longer to "read" markets fast enough to respond to them? A world of discrete parts is now one interconnected web of ceaseless calculation and response. Marketing has become a thing of speed and turbulence, with all the players moving simultaneously.
For marketing guru Grant McCracken, the key to success in this dynamic new marketplace is to find a way to slow the world down. And McCracken believes he has the solution. It begins with understanding the mechanics at work today. He says, "Complexity has a theory. Commotion has a pattern. Dynamism has a system. We can continue to live by damage control, or we can change the way we play the game." To survive our own world of collision and speed, marketers need to see the world as "flocks and flows."
In this exciting new book, McCracken deploys "complex adaptive theory" to track the movement of trends and new groupings of consumers. He shows how to monitor new trends, whether and when to introduce new brands and brand extensions, how to speak to niche markets, and how to avoid costly mistakes. McCracken's sage and witty advice could not come at a better time. His book will be a valuable aid for anyone trying to keep up with marketplace changes in our rapidly evolving world.
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Acerca del autor
Grant McCracken has been the director of the Institute of Contemporary Culture and a senior lecturer at the Harvard Business School. Now a member of the branding cultures laboratory at MIT, he has authored several books, including Culture and Consumption II (IUP, 2005), Big Hair (1996), Culture and Consumption (IUP, 1990), and Transformation (IUP, forthcoming). He has been a consultant for many corporations, including the Coca-Cola Company, IKEA, Chrysler, Kraft, and Kimberly Clark. He lives in Rowayton, Connecticut.
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Flock and Flow : Predicting and Managing Change in a Dynamic Marketplace
Publicado por
Wiley & Sons, Limited, John, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
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Librería: Better World Books Ltd, Dunfermline, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Very Good. Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. Nº de ref. del artículo: 38432044-20
Cantidad disponible: 2 disponibles
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Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace
Publicado por
Indiana University Press, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
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Hardcover. Condición: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 1.22. Nº de ref. del artículo: G0253347599I4N00
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Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace
Publicado por
Indiana University Press, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
Antiguo o usado
Tapa dura
Librería: ThriftBooks-Dallas, Dallas, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 1.22. Nº de ref. del artículo: G0253347599I4N00
Cantidad disponible: 1 disponibles
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Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace
Publicado por
Indiana University Press, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
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Librería: Orbiting Books, Hereford, Reino Unido
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hardcover. Condición: Fine. Bumped edges. Scratches to the cover. Appears unread, may have minor superficial marking. Next day dispatch from the UK (Mon-Fri). Please contact us with any queries. Nº de ref. del artículo: mon0000642267
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Flock and Flow : Predicting and Managing Change in a Dynamic Marketplace
Publicado por
Wiley & Sons, Limited, John, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
Antiguo o usado
Tapa dura
Librería: Better World Books, Mishawaka, IN, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Condición: Good. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. Nº de ref. del artículo: 16373085-20
Cantidad disponible: 2 disponibles
Imagen de archivo
Flock and Flow : Predicting and Managing Change in a Dynamic Marketplace
Publicado por
Wiley & Sons, Limited, John, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
Antiguo o usado
Tapa dura
Librería: Better World Books: West, Reno, NV, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Condición: Good. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. Nº de ref. del artículo: 16373085-20
Cantidad disponible: 1 disponibles
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Flock and Flow
Publicado por
Indiana University Press, US, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
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Librería: Rarewaves.com UK, London, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Hardback. Condición: New. Is it possible any longer to "read" markets fast enough to respond to them? A world of discrete parts is now one interconnected web of ceaseless calculation and response. Marketing has become a thing of speed and turbulence, with all the players moving simultaneously. For marketing guru Grant McCracken, the key to success in this dynamic new marketplace is to find a way to slow the world down. And McCracken believes he has the solution. It begins with understanding the mechanics at work today. He says, "Complexity has a theory. Commotion has a pattern. Dynamism has a system. We can continue to live by damage control, or we can change the way we play the game." To survive our own world of collision and speed, marketers need to see the world as "flocks and flows." In this exciting new book, McCracken deploys "complex adaptive theory" to track the movement of trends and new groupings of consumers. He shows how to monitor new trends, whether and when to introduce new brands and brand extensions, how to speak to niche markets, and how to avoid costly mistakes. McCracken's sage and witty advice could not come at a better time. His book will be a valuable aid for anyone trying to keep up with marketplace changes in our rapidly evolving world. Nº de ref. del artículo: LU-9780253347596
Cantidad disponible: 1 disponibles
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Flock and Flow
Publicado por
MH - Indiana University Press, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
Nuevo
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Librería: PBShop.store UK, Fairford, GLOS, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
HRD. Condición: New. New Book. Shipped from UK. Established seller since 2000. Nº de ref. del artículo: FW-9780253347596
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Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace (Hardback or Cased Book)
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Indiana University Press 7/1/2006, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
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Librería: BargainBookStores, Grand Rapids, MI, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardback or Cased Book. Condición: New. Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace 1.15. Book. Nº de ref. del artículo: BBS-9780253347596
Cantidad disponible: 5 disponibles
Imagen de archivo
Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace
Publicado por
Indiana University Press, 2006
ISBN 10: 0253347599
ISBN 13: 9780253347596
Nuevo
Tapa dura
Librería: Ria Christie Collections, Uxbridge, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: New. In. Nº de ref. del artículo: ria9780253347596_new
Cantidad disponible: 2 disponibles