By one of the leading lights in the new marketing revolution, this pioneering book draws from the latest findings in business theory, cognitive neuroscience and social research, to provide a new direction and system for marketing. Instead of relying on the traditional (image-based) approach, Grant argues that companies should now direct their efforts at building shared meaning and learning—through interactive and non-traditional media—as the basis for marketing.
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John Grant co-founded advertising agency St Luke's. He now works as a freelance marketing consultant. His recent projects include planning the relaunch of Napster, communicating IKEA's ethical and environmental initiatives and rebranding Sweden as a leading IT Nation. His impressive client list over the last three years includes Arthur Andersen, BT, Capco, Ericsson, GE Capital, Heineken, KWorld, SEB and the UK Cabinet Office, as well as numerous new technology and media start-ups. John is a frequent speaker at global conferences on marketing and has written articles for the Financial Times and Design Council. His previous book The New Marketing Manifesto was picked as one of the Ten Best Business Books of 1999 by Books Online and is one of the few Western marketing books to be published in China.Review:
'John Grant is like an amusement park for your brain. Instead of spouting simple answers, he takes you on breakneck curiosity rides that jolt you into asking better questions. He doesn't tell you what to think - he makes you want to.' Lena Simonsen Berge, Marketing Director, IKEA North America; 'Radical thinking that cuts across business as a whole. If you really want to understand and connect with tomorrow's consumer, read this book today.' David Patton, European Vice President of Marketing, Sony PlayStation; 'John Grant does it again ... he has found ways of applying the latest findings about learning, creativity and the brain to marketing ... He goes on to show how his well-grounded insights are creating new possibilities for all brands before our very eyes.' Bill Lucas, Chief Executive, Campaign for Learning and author of Power Up Your Mind.
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Book Description HarperCollins UK, 2002. Hardcover. Book Condition: New. Never used!. Bookseller Inventory # P110007119496