Nowadays anyone can copy your product, or even your business model. What they can't copy is your worldview, your attitude, your special way of doing things. So in the future, the war in the marketplace will be a war of ideas. This text maps this new territory and shows how big ideas make great companies. Unlike business models, product ideas or the catchphrases of management gurus, a big idea is emotional. And unlike corporate ideologies, vision or brand, it is shared between customers and employees alike.
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Robert Jones was born in Gloucester in 1957 and read Philosophy and English at Cambridge University. He is a director with Wolff Olins, one of the world's most respected brand consulting firms, and has worked as a consultant in corporate communication for 16 years, with companies such as Andersen Consulting, Cameron McKenna and the National Trust. He also lectures at Oxford Business School on the marketing of professional service firms.Review:
'An interesting and useful book.' Business Age
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Book Description HarperCollins Business, 2000. Hardcover. Book Condition: New. book. Bookseller Inventory # 2571994
Book Description HarperCollins Business, 2000. Hardcover. Book Condition: New. book. Bookseller Inventory # 0002571994