Name: flock and flow,predicting and manging change in a dynamic markeplace (en Inglés)
Price: 38210.00 CLP
Availability: InStock
Author: McCracken, Grant David
ISBN: 9780253347596

portada flock and flow,predicting and manging change in a dynamic markeplace (en Inglés)

Formato

Libro Físico

Autor

Grant David McCracken

Editorial

Indiana University Press

Idioma

Inglés

N° páginas

185

Encuadernación

Tapa Dura

Dimensiones

23.7 x 16.1 x 2.3 cm

Peso

0.52 kg.

ISBN

0253347599

ISBN13

9780253347596

Categorías

Economía conductista
Inversiones
Investigación de mercado

flock and flow,predicting and manging change in a dynamic markeplace (en Inglés)

Grant David McCracken (Autor) · Indiana University Press · Tapa Dura

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Origen: Estados Unidos (Costos de importación incluídos en el precio)

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Reseña del libro "flock and flow,predicting and manging change in a dynamic markeplace (en Inglés)"

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.