Indiana University Press
August 16 2006
Is it still possible to “read” markets fast enough to respond to them? A world of discrete parts is now one interconnected web of ceaseless calculation and response. Marketing has become a thing of speed and turbulence, with all the players moving simultaneously.
For marketing guru Grant McCracken, the key to success in this dynamic new marketplace is to find a way to slow the world down. And McCracken believes he has the solution. It begins with understanding the mechanics at work today. To survive in the market maelstrom, says McCracken, marketers must learn to read the world as “flocks and flows.”
In this exciting new book, he deploys “complex adaptive theory” to track the movement of trends and new groupings of consumers. He explains 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. McCracken’s sage and witty advice could not come at a better time. His book will be a valuable aid for anyone trying to keep up with change in our rapidly evolving world.
Grant McCracken has been director of the Institute of Contemporary Culture and a senior lecturer at the Harvard Business School, and is now a member of the Convergence Culture Consortium laboratory at MIT. He is author of several books, including Culture and Consumption, Big Hair, and Culture and Consumption II. he has consulted widely in the corporate world with organizations including The Coca-Cola Company, IKEA, Chrysler, Kraft, and Kimberly Clark.