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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.
- Sales Rank: #2087465 in Books
- Published on: 2006-08-16
- Released on: 2006-08-16
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .89" w x 6.12" l, 1.15 pounds
- Binding: Hardcover
- 208 pages
Review
"..Grant McCracken understands as few people do why the markets of today and tomorrow are nothing like the markets in which today's leaders grew up. His book is a profound but entertaining guide to the cultural and technological currents that future strategy will have to navigate. It shows us the patterns that lie behind the turbulence of contemporary consumer markets." ―John Deighton, Harold M. Brierley Professor of Business Administration, Harvard Business School
"The 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." ―Choice
About the Author
Grant McCracken has been the director of the Institute of Contemporary Culture and a senior lecturer at the Harvard Business School. Now a member of the branding cultures laboratory at MIT, he has authored several books, including Culture and Consumption II (IUP, 2005), Big Hair (1996), Culture and Consumption (IUP, 1990), and Transformation (IUP, forthcoming). He has been a consultant for many corporations, including the Coca-Cola Company, IKEA, Chrysler, Kraft, and Kimberly Clark. He lives in Rowayton, Connecticut.
Most helpful customer reviews
0 of 0 people found the following review helpful.
How new ideas gain approval through customer critical mass
By J.Ilog
This book serves as a guide on how to gauge the acceptance process of an innovation (The Flow) by a group of consumers (The Flock) and how many industries such as Fashion, Music, Hollywood, & Restaurants along with products such as Samuel Adams & Pabst Blue Ribbon beers manage this process.
pp. 159-175 contain referenced sources for each of the chapters.
With over 40 concepts that I wrote down for this review, I will mention a few here.
The definition of a flow: " ...any innovation that emerges at the chaos end of the continuum and moves across it by fighting off competitors, recruiting new enthusiasts, commandeering new resources, taking on momentum, and scaling up steadily...consist(ing) of three flows: economic, cultural, and brand. Each is a necessary condition of the next. Without an economic flow, there is no hope of a cultural flow. Without a cultural flow, there is no hope of a brand flow. Each of these flows is a result of a lot of little flows."
The definition of a flock: "...are groups of consumers moving through the marketplace as innovations enter the stream."
The definition of a brand: "It is a contract with the consumer that promises quality, consistency, and reliability. It is a relationship; one we hope the consumer will find enduring. It is a badge for the functions and utilities that the branded product makes available. Not least, the brand is a bund of meanings."
On being a brand manager: "It is his or her job to determine the meanings that will make the brand go, to stay in touch with the consumer to see when and how these meanings must be changed to ground the brand so that is meanings are consistent, to fine tune them to see that they are current, and to coax and coordinate great work from the meaning makers--advertising agencies, direct marketing, PR, event marketing, websites, retail communications, promotions, and so on."
0 of 0 people found the following review helpful.
A much-needed look across the entire product life cycle
By Thomas Ball
This is such a provocative and interesting tour de force. McCracken attempts to formalize thinking about how self-organizing ideas and fads emerge out of the cultural "ether" -- or in his terminology, the chaos at the origins of the Kauffman Funnel -- to diffuse, evolve and become consecrated as confirmed trends. He offers a road map from a wide number of creative industries -- e.g., fashion, film and music -- that will enable corporate marketers to catch a new "thing" that's swirling around in the zeitgeist's whirlpool, track it and make better decisions as to when to get in or out of the phenomenon at all phases of the product life cycle: from the earliest, most chaotic stages of development through portfolio selection to production or, if purchasing, supply chain mgmt in terms of when to get on or off the wave. This is no small feat. He's exhaustive in developing this protocol from multiple lens -- technology, consumer, corporation. Not to mention that his scholarship is wide ranging, thorough and insightful.
0 of 0 people found the following review helpful.
Just can't keep it down
By Sarit
Wonderful book. This books does not teach you marketing like Professors do, it explains you marketing treating you as human beings and captures your attention as every page surprises you with such insights that the world of marketing gets clearer and clearer. I wish I had read this book in the beginning of my MBA course but anyway I am now reading for my MBA dissertation and I am glad that I read it.
Highly recommended! a book that my book shelf definitely deserves.
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