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About this product
- DescriptionDeploys '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.
- Author BiographyGrant 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.
- Author(s)Grant David McCracken
- PublisherIndiana University Press
- Date of Publication16/08/2006
- GenreCultural Studies
- Place of PublicationBloomington, IN
- Country of PublicationUnited States
- ImprintIndiana University Press
- Content Note55 figures
- Weight522 g
- Width3963 mm
- Height5969 mm
- Spine23 mm
- Paginationxii, 185
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