Flock and Flow

Predicting and Managing Change in a Dynamic Marketplace

AvGrant David McCracken

Inbunden, Engelska, 2006

Del i serien Indiana University Press

317 kr

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2006-08-16
Mått:156 x 235 x 23 mm
Vikt:517 g
Format:Inbunden
Språk:Engelska
Serie:Indiana University Press
Antal sidor:208
Förlag:Indiana University Press
ISBN:9780253347596

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Mer om författaren

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.

Recensioner i media

"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 volume. . . . Recommended."—Choice"..Grant McCracken understands as few people do why the markets of today and tomorrow are nothing like the markets in which today's leaders grew up. His book is a profound but entertaining guide to the cultural and technological currents that future strategy will have to navigate. It shows us the patterns that lie behind the turbulence of contemporary consumer markets."—John Deighton, Harold M. Brierley Professor of Business Administration, Harvard Business School

Innehållsförteckning

ContentsIntroduction: More Like MarshallPart 1. Consumers in a Dynamic Marketplace1. In the Flock and Flow2. Flock and Flow: Early SystemsPart 2. Flock and Flow: The Micro Model3. Flows4. FlocksPart 3. Flock and Flow: The Macro Model5. The Brand6. The Consumer7. The CorporationPart 4. Flock and Flow: How to Build a System8. Seventeen Steps in the Flock and Flow System9. Six Marketing StrategiesAppendix: Where This Book Sits on the Management/Marketing MapNotesIndex