Beyond disruption: changing the rules in the marketplace
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.
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DISRUPTION AT WORK
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Absolut achieve advertising agency American apartheid Apple approach audience banks become behavior big idea Brand Architecture brand experience business model campaign challenge channels Chapter clients commercial communication company's compete competitive concept Confucian connections planning consumer context corporate create culture customer relationship Danone discipline disrupted the conventional Disruption workshop disruptive ideas e-mail example executives focus future global impact industry innovative inspiration interactive internal Internet launch look luxury brands marketing marketplace McDonald's media planning Nando's Nike Nissan on-line organization participants percent permission permission marketing planners play political advertising relevant result role SBAB selling share solutions Sony PlayStation South Africa staff Steve Jobs Stockholm Stadium Stockwell Day strategy success sumer TAG Heuer target television things thinking tion TiVo unique Unique Selling Proposition