- Hardcover: 208 pages
- Publisher: Indiana University Press (August 16, 2006)
- Language: English
- ISBN-10: 0253347599
- ISBN-13: 978-0253347596
- Product Dimensions: 6 x 0.9 x 9 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 3 customer reviews
- Amazon Best Sellers Rank: #2,464,824 in Books (See Top 100 in Books)
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Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace Hardcover – August 16, 2006
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
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)
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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."
Highly recommended! a book that my book shelf definitely deserves.