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Informationen zum Autor 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. Klappentext A fresh look at today's "new" consumer marketplace from marketing guru Grant McCracken Zusammenfassung 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. Inhaltsverzeichnis 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
