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.
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
