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Flock and Flow: Predicting and Manging Change in a Dynamic Markeplace
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Bibliographic Detail
Publisher Indiana Univ Pr
Publication date July 30, 2006
Pages 185
Binding Hardcover
Book category Adult Non-Fiction
ISBN-13 9780253347596
ISBN-10 0253347599
Dimensions 0.75 by 6.25 by 9.50 in.
Weight 1.15 lbs.
Original list price $25.95
Other format details university press
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Summaries and Reviews
Amazon.com description: Product 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.



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Hardcover
Book cover for 9780253347596
 
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from Indiana Univ Pr (July 30, 2006)
9780253347596 | details & prices | 185 pages | 6.25 × 9.50 × 0.75 in. | 1.15 lbs | List price $25.95
About: Is it possible any longer to "read" markets fast enough to respond to them?

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