Flock and Flow
Predicting and Managing Change in a Dynamic Marketplace
by Grant McCracken
"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. To survive in the market maelstrom, says McCracken, marketers must learn to read the world as "flocks and flows."" "In this new book, he deploys "complex adaptive theory" to track the movement of trends and new groupings of consumers. He explains 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 advice could not come at a better time. His book will be a valuable aid for anyone trying to keep up with changes in our rapidly evolving world."--Jacket.
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Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace
July 30, 2006, Indiana University Press
Hardcover
in English
0253347599 9780253347596
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