Call Boomerang Books 1300 36 33 32

Get Latest Book News + FREE Shipping. Subscribe to the Boomerang Books Bulletin eNewsletter right now!

Description - Flock and Flow by Grant David McCracken

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.

Buy Flock and Flow by Grant David McCracken from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9780253347596
ISBN-10: 0253347599
Format: Hardback
(5969mm x 3963mm x 23mm)
Pages: 197
Imprint: Indiana University Press
Publisher: Indiana University Press
Publish Date: 16-Aug-2006
Country of Publication: United States

Book Reviews - Flock and Flow by Grant David McCracken

» Have you read this book? We'd like to know what you think about it - write a review about Flock and Flow book by Grant David McCracken and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a Boomerang Books Account Holder - it's free to sign up and there are great benefits!)

Write Review


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.

Books By Grant David McCracken

Transformations by Grant David McCracken
Paperback, May 2008
$41.81
Culture and Consumption II by Grant David McCracken
Paperback, July 2005
$36.50