Beyond disruption : changing the rules in the marketplace

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Title:

Beyond disruption : changing the rules in the marketplace

Author:

Dru, Jean-Marie.

ISBN:

9780471218999

Personal Author:

Dru, Jean-Marie.

Publication Information:

New York : Wiley, 2002.

Physical Description:

304 pages : color illustrations ; 23 cm

General Note:

Includes index.

Contents:

Introduction / Seven Disruption Stories -- America, the Disruptive Brand / Disruptive Organizations / Disrupting Marketing Conventions / First Impressions / State of the Art / Workshops / Tools / Disruption across Disciplines / Street-Level Disruptions / Tactile Disruptions / Disruption On-line / Disruption, Interruption, Permission / Disruptive Media Planning / Disruption in Political Advertising / Disruption in Emerging Markets / Luxury of Disruption / Insights / Connections / New Business Model / Conclusion

Subject Term:

Advertising.

Marketing.

Marketing -- Guides, manuels, etc.

Créativité

Changement organisationnel -- Gestion -- Cas, Études de.

Campagnes publicitaires -- Cas, Études de.

Produits nouveaux -- Commercialisation -- Guides, manuels, etc.

Entreprises -- Réorganisation.

Agences de publicité -- Gestion -- Cas, Études de.

Publicité -- Guides, manuels, etc.

Publicité.

Etudes de marché.

Marques commerciales.

Aspects psychologiques.

Advertising. (OCoLC)fst00797511

Marketing. (OCoLC)fst01010167

Merken.

Communication en marketing.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/wiley023/2002280694.html
Contributor biographical information http://catdir.loc.gov/catdir/bios/wiley046/2002280694.html
Publisher description http://catdir.loc.gov/catdir/description/wiley0310/2002280694.html

Copies:

Available:*

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Summary

The sequel to the best-selling Adweek book, Disruption, this book shows the wider application of the concept as it affects vision, strategy, creativity and media marketing. Jean Marie-Dru describes disruption as a universal language of change that allows advertisers from all over the world to form a common strategy. In this book, Dru explores the wide-reaching ramifications of disruption: for instance, how disruption can be seen at work in emerging, rebellious or unreceptive markets; how disruption can transform vision into insight; how disruption can affect communication and lead to cross-fertilization of ideas; how disruption relates to design; examples of disruptive companies and campaigns; and how disruption can lead to connectedness.