Specifications
| Publisher | Springer-Verlag Berlin and Heidelberg GmbH & Co. KG |
| ISBN 13 | 9783642413919 |
| ISBN 10 | 3642413919 |
| Book Description | The days of the image brands are over, and 'new marketing' has gone mainstream. The world's biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke's and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people's lifestyles (think Starbucks, iPod). At the heart of the book is the concept of the 'brand molecule' to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands. |
| About the Author | Joe Habraken is a best-selling author, information technology professional and educator. He teaches a variety of IT classes at the University of New England, introducing undergraduate students to computer basics, software applications, web design and the use of personal computers in business settings. With more than 15 years as a trainer and consultant, Joe enjoys taking difficult computer concepts and making them accessible to readers and students. |
| Language | English |
| Editor | Berthold Vocking |
| Publication Date | 23 September 2013 |
| Number of Pages | 271 |
Algorithmic Game Theory Paperback English - 23 September 2013
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