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Description - IdeaWise by Steve Rivkin

Innovation is crucial for companies that want to succeed today. Rivkin and Seitel offer an easy-to-understand method for creating new ideas and new product development. They take readers into the "Idea-Scape": a place where innovation is born from existing ideas, transformed and manipulated in inventive ways to produce new products and business solutions.

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Book Details

ISBN: 9780471129561
ISBN-10: 0471129569
Format: Hardback
(235mm x 160mm x 21mm)
Pages: 240
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 8-Mar-2002
Country of Publication: United States

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Author Biography - Steve Rivkin

STEVE RIVKIN, former executive vice president of Trout & Ries, Inc., founded his own marketing consultancy in 1989. His clients include Kraft Foods, Johnson & Johnson, and Tiffany & Co. He is the coauthor with Jack Trout of three books on marketing strategy: Differentiate or Die (Wiley), The Power of Simplicity, and The New Positioning. FRASER SEITEL has been a communications counselor, lecturer, TV commentator, and teacher for thirty years and is a prominent public relations author. His book, The Practice of Public Relations, is the world?s number one textbook, used by more than 300,000 students at 200 colleges and universities. In 2000, PRWeek named Seitel "one of the 100 most distinguished public relations professionals of the century." Contact the authors at

Books By Steve Rivkin

Differentiate or Die by Steve Rivkin
Hardback, March 2008
Making of a Name by Steve Rivkin
Hardback, May 2004