Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace by Grant

Description: Flock and Flow by Grant David McCracken 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. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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. McCrackens 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. Notes A fresh look at todays "new" consumer marketplace from marketing guru Grant McCracken Author Biography 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. Table of Contents ContentsIntroduction: More Like MarshallPart 1. Consumers in a Dynamic Marketplace1. In the Flock and Flow2. Flock and Flow: Early SystemsPart 2. Flock and Flow: The Micro Model3. Flows4. FlocksPart 3. Flock and Flow: The Macro Model5. The Brand6. The Consumer7. The CorporationPart 4. Flock and Flow: How to Build a System8. Seventeen Steps in the Flock and Flow System9. Six Marketing StrategiesAppendix: Where This Book Sits on the Management/Marketing MapNotesIndex Review "Grant McCrackens Flock and Flow takes on the fierce task of describing how and why market dynamics now create such challenges for brands, and is a manual for how to stay ahead of the curve. Its an astringent and ballsy work that you need to buy, if only to make sure he writes the next one."--New Media Age, 10 April 2008 Promotional A fresh look at todays "new" consumer marketplace from marketing guru Grant McCracken Long Description A fresh look at todays "new" consumer marketplace from marketing guru Grant McCracken. Review Quote "The author attempts to clarify the strategies and goals corporations should employ to market their products using the latest trends. Examples from diverse industries and numerous photos enhance this volume. . . . Recommended."-- Choice "..Grant McCracken understands as few people do why the markets of today and tomorrow are nothing like the markets in which todays leaders grew up. His book is a profound but entertaining guide to the cultural and technological currents that future strategy will have to navigate. It shows us the patterns that lie behind the turbulence of contemporary consumer markets."--John Deighton, Harold M. Brierley Professor of Business Administration, Harvard Business School Promotional "Headline" A fresh look at todays "new" consumer marketplace from marketing guru Grant McCracken Feature Connect with Grant McCracken: Blog Details ISBN0253347599 Author Grant David McCracken Short Title FLOCK & FLOW Publisher Indiana University Press Language English ISBN-10 0253347599 ISBN-13 9780253347596 Media Book Format Hardcover Year 2006 Imprint Indiana University Press Subtitle Predicting and Managing Change in a Dynamic Marketplace Place of Publication Bloomington, IN Country of Publication United States Birth 1951 Affiliation M.I.T. DOI 10.1604/9780253347596 UK Release Date 2006-08-16 AU Release Date 2006-08-16 NZ Release Date 2006-08-16 US Release Date 2006-08-16 Pages 208 Publication Date 2006-08-16 Alternative 9780253028655 DEWEY 306.3 Illustrations 55 figures Audience Professional & Vocational We've got this At The Nile, if you're looking for it, we've got it. 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