Flock and Flow by Grant David Mccracken
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 extensions, how to speak to niche markets, and how to avoid costly mistakes. It is intended for those trying to keep up with marketplace changes.The author attempts to clarify the strategies and goals corporations should employ to market their products using the latest trendsExamples from diverse industries and numerous photos enhance this volume. . . . Recommended.
* Choice *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.
| SKU | Unavailable |
| ISBN 13 | 9780253347596 |
| ISBN 10 | 0253347599 |
| Title | Flock and Flow |
| Author | Grant David Mccracken |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Indiana University Press |
| Year published | 2006-08-16 |
| Number of pages | 208 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |