Full 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. 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.
Contents
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
