Description
Book SynopsisDeploys '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.
Trade ReviewThe 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.
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Table of ContentsContents
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
