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Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace Hardcover – August 16, 2006


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Editorial Reviews

Review

"The author attempts to clarify the strategies and goals corporations should employ to market their products using the latest trends. Examples from diverse industries and numerous photos enhance this volume.... Recommended." ―Choice



"..Grant McCracken understands as few people do why the markets of today and tomorrow are nothing like the markets in which today's leaders grew up. His book is a profound but entertaining guide to the cultural and technological currents that future strategy will have to navigate. It shows us the patterns that lie behind the turbulence of contemporary consumer markets." ―John Deighton, Harold M. Brierley Professor of Business Administration, Harvard Business School

About the Author

Grant 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.

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Product Details

  • Hardcover: 208 pages
  • Publisher: Indiana University Press (August 16, 2006)
  • Language: English
  • ISBN-10: 0253347599
  • ISBN-13: 978-0253347596
  • Product Dimensions: 6.1 x 0.9 x 9.2 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,678,891 in Books (See Top 100 in Books)

More About the Author

Trained as an anthropologist (Ph.D. University of Chicago), Grant has studied American culture and commerce for 25 years.

He has been featured on the Oprah Winfrey Show and worked for many organizations including Timberland, New York Historical Society, Diageo, IKEA, Sesame Street, Nike, and Kimberly Clark.

He started the Institute of Contemporary Culture at the Royal Ontario Museum, where he did the first museum exhibit on youth cultures.

He has taught anthropology at the University of Cambridge, ethnography at MIT, and marketing at the Harvard Business School. He is presently a research affiliate in the Department of Comparative Media at MIT.

He is a long time student of culture and commerce. He has explored this theme in two books: Culture and Consumption I, and Culture and Consumption II.

He has also looked at how Americans invent and reinvent themselves. He had explored this theme in two more books: Big Hair and Transformations: identity construction in a contemporary culture.

He is the student of American culture. Plenitude published in 1997 looked at the new explosive growth of contemporary culture. In Flock and Flow, he shows how contemporary culture and commerce change.

Two years ago, he published a book called Chief Culture Officer with Basic Books that argues that culture now creates so much opportunity and danger for the organization that need senior managers who focus on it full time. He is hoping this will create a new occupational destination for graduates in the arts and humanities.

This spring Grant is publishing a book called Culturematic with the Harvard Business Review Press.

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Format: Hardcover
This book serves as a guide on how to gauge the acceptance process of an innovation (The Flow) by a group of consumers (The Flock) and how many industries such as Fashion, Music, Hollywood, & Restaurants along with products such as Samuel Adams & Pabst Blue Ribbon beers manage this process.

pp. 159-175 contain referenced sources for each of the chapters.

With over 40 concepts that I wrote down for this review, I will mention a few here.

The definition of a flow: " ...any innovation that emerges at the chaos end of the continuum and moves across it by fighting off competitors, recruiting new enthusiasts, commandeering new resources, taking on momentum, and scaling up steadily...consist(ing) of three flows: economic, cultural, and brand. Each is a necessary condition of the next. Without an economic flow, there is no hope of a cultural flow. Without a cultural flow, there is no hope of a brand flow. Each of these flows is a result of a lot of little flows."

The definition of a flock: "...are groups of consumers moving through the marketplace as innovations enter the stream."

The definition of a brand: "It is a contract with the consumer that promises quality, consistency, and reliability. It is a relationship; one we hope the consumer will find enduring. It is a badge for the functions and utilities that the branded product makes available. Not least, the brand is a bund of meanings."

On being a brand manager: "It is his or her job to determine the meanings that will make the brand go, to stay in touch with the consumer to see when and how these meanings must be changed to ground the brand so that is meanings are consistent, to fine tune them to see that they are current, and to coax and coordinate great work from the meaning makers--advertising agencies, direct marketing, PR, event marketing, websites, retail communications, promotions, and so on."
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By Sarit on July 5, 2013
Format: Hardcover
Wonderful book. This books does not teach you marketing like Professors do, it explains you marketing treating you as human beings and captures your attention as every page surprises you with such insights that the world of marketing gets clearer and clearer. I wish I had read this book in the beginning of my MBA course but anyway I am now reading for my MBA dissertation and I am glad that I read it.

Highly recommended! a book that my book shelf definitely deserves.
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