Flock and Flow
Predicting and Managing Change in a Dynamic Marketplace
By (author) Grant David McCracken
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Flock and Flow by Grant David McCracken
Book DescriptionIs 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.
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Book DetailsISBN: 9780253347596
(237mm x 161mm x 23mm)
Imprint: Indiana University Press
Publisher: Indiana University Press
Publish Date: 16-Aug-2006
Country of Publication: United States
Books By Author Grant David McCracken
Transformations, Paperback (May 2008)
The reinvention of identity in today's world
Culture and Consumption II, Paperback (July 2005)» View all books by Grant David McCracken
A follow-up to "Culture and Consumption", this book trades the platitudes about the consumer society for an anthropological treatment. It includes essays on homes, cars, people, and social mobility, celebrities, consumerism, self-invention, museums and the power of objects, the anthropology of advertising, and more.
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Author Biography - Grant David McCracken
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.
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