Beyond Disruption

副标题: Changing the Rules in the Marketplace

ISBN: 9780471218999

出版社: Wiley

出版年: 2002-04-12

页数: 304

定价: USD 29.95

装帧: Hardcover

内容简介

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.