Cover image for Marketing Greatest Hits Volume 2 : Another Masterclass in Modern Marketing Ideas.
Marketing Greatest Hits Volume 2 : Another Masterclass in Modern Marketing Ideas.
Title:
Marketing Greatest Hits Volume 2 : Another Masterclass in Modern Marketing Ideas.
Author:
Duncan, Kevin.
ISBN:
9781408159705
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (208 pages)
Contents:
Cover -- Contents -- CHAPTER 1. THE BIG ISSUES: CHAOS AND EMOTION IN A CROWDED WORLD -- Too much of everything: Hot, Flat, and Crowded -- If everything is all over the place, what can you do?: Chaotics -- It's a big issue - no, it's a small issue: The Little Big Things -- When facts are not facts: The Spirit Level Delusion -- Are feelings more important than facts?: Emotionomics -- Motivation is not all about the money: Drive -- CHAPTER 2. BEHAVIOURAL ECONOMICS: THE WORLD OF IRRATIONALITY AND CHOICE ARCHITECTURE -- Actually, it is all about the money: The Undercover Economist -- You don't have to be an expert to understand it: Discover Your Inner Economist -- When obvious choices aren't obvious: Predictably Irrational -- So much to choose from, I can't decide…: The Paradox of Choice -- The science of shopping explained: Why We Buy -- Your brain knows more than you do: Buyology -- Oh dear, we've run out of steam: The Great Stagnation -- CHAPTER 3. ORGANISATIONAL THEORY: LIVE COMPANIES AND DEAD ISSUES -- Your boss may be dead boring, but the company lives: The Living Company -- Most conventional ways of working are rubbish: Rework -- Animals are better organised than we are: Smart Swarm -- Intelligent people are very hard to deal with: Clever -- Forget words and try a big chart: Business Model Generation -- Stop making excuses and get on with it: Do The Work -- It's all quite simple if you follow the rules: The Rules of Management -- CHAPTER 4. TRENDS AND MOODS: THINGS GO UP AND DOWN -- Times are crazy but you can still thrive: Revolution -- Classifying things is a nightmare: Everything is Miscellaneous -- Trust a company? You're joking…: Bad Science -- Accurate prediction is possible, but companies still get it wrong: Predicting Market Success -- Where modern companies are heading: Creative Disruption.

People do some very strange thing: Microtrends -- Social media has changed everything: Socialnomics -- CHAPTER 5. CREATIVITY: HOW CAN WE INSPIRE IT, AND CAN ANYONE DO IT? -- There's a lot of brainpower around: Cognitive Surplus -- You never know what's there until you have a look: Poke the Box -- Oblique approaches work better than direct ones: Obliquity -- You can do business and have fun: The Business Playground -- The mind needs software too: Think! -- Creative exercises can help: Sticky Wisdom -- You can try using a system: Zag -- CHAPTER 6. OBSERVATION AND LANGUAGE: IT'S ALL IN THE TELLING -- Why do we speak like this?: The Language Wars -- Even academics have a view: On Bullshit -- Be careful what you say: Exceptional Service, Exceptional Profit -- We do talk a lot of rubbish: Why Business People Speak Like Idiots -- Work out what not to say: Bad Language -- There is always more than one point of view: What the Dog Saw -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y -- Z.
Abstract:
Hard on the heels of the popular Marketing Greatest Hits comes volume II, the definitive compendium of everything you need to know from the best minds in modern marketing - abridged, condensed, and ready for immediate action.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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