Grant David McCracken

Flock and Flow

Predicting and Managing Change in a Dynamic Marketplace

• Gebundenes Buch

Produktbeschreibung

A fresh look at today's "new" consumer marketplace from marketing guru Grant McCracken

Produktdetails

• Verlag: Indiana University Press
• Seitenzahl: 208
• Erscheinungstermin: 16. August 2006
• Englisch
• Abmessung: 237mm x 161mm x 23mm
• Gewicht: 522g
• ISBN-13: 9780253347596
• ISBN-10: 0253347599
• Artikelnr.: 21767094

Autorenporträt

Grant David McCracken

Inhaltsangabe

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