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

著者

書誌事項

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

Grant McCracken

Indiana University Press, c2006

大学図書館所蔵 件 / 全6件

この図書・雑誌をさがす

注記

Includes bibliographical references (p. [159]-175) and index

内容説明・目次

内容説明

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.

目次

Contents Introduction: More Like Marshall Part 1. Consumers in a Dynamic Marketplace 1. In the Flock and Flow 2. Flock and Flow: Early Systems Part 2. Flock and Flow: The Micro Model 3. Flows 4. Flocks Part 3. Flock and Flow: The Macro Model 5. The Brand 6. The Consumer 7. The Corporation Part 4. Flock and Flow: How to Build a System 8. Seventeen Steps in the Flock and Flow System 9. Six Marketing Strategies Appendix: Where This Book Sits on the Management/Marketing Map Notes Index

「Nielsen BookData」 より

詳細情報

ページトップへ