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Flock and flow : predicting and managing change in a dynamic marketplace

Author: Grant David McCracken
Publisher: Bloomington : Indiana University Press, ©2006.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"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. To survive in the market maelstrom, says McCracken, marketers must learn to read the world as "flocks and flows."" "In this new book, he deploys "complex adaptive theory" to track the  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Grant David McCracken
ISBN: 0253347599 9780253347596
OCLC Number: 64084739
Description: xii, 185 pages : illustrations ; 25 cm
Contents: In the flock and flow --
Flock and flow : early systems --
Flows --
Flocks --
The brand --
The consumer --
The corporation --
Seventeen steps in the flock and flow system --
Six marketing strategies.
Responsibility: Grant McCracken.
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Abstract:

Deploys 'complex adaptive theory' to track the movement of trends and new groupings of consumers. This book shows how to monitor new trends, whether and when to introduce new brands and brand  Read more...

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"The author attempts to clarify the strategies and goals corporations should employ to market their products using the latest trends. Examples from diverse industries and numerous photos enhance this Read more...

 
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   schema:reviewBody ""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. To survive in the market maelstrom, says McCracken, marketers must learn to read the world as "flocks and flows."" "In this new book, he deploys "complex adaptive theory" to track the movement of trends and new groupings of consumers. He explains 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 advice could not come at a better time. His book will be a valuable aid for anyone trying to keep up with changes in our rapidly evolving world."--Jacket." ;
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