在分裂以外：改变市场规则 BEYOND DISRUPTION
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作者： Jean-Marie Dru 著
出 版 社： 吉林长白山
出版时间： 2002-12-1字数：版次： 1页数： 304印刷时间： 2002/12/01开本：印次：纸张： 胶版纸I S B N ： 9780471218999包装： 精装内容简介
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.
作者简介：
JEAN-MARIE DRU is President and CEO of TBWA , a worldwide organization that is among the top ten U.S.-based agency networks, with annual consolidated billings of $8.6 billion. The network has 217 offices in 69 countries and 8,400 employees worldwide. Main global clients of TBWA include Absolut, Adidas, Apple, Beiersdorf, Bic, Nissan, and Sony PlayStation, as well as Energizer and Kmart in the USA and Henkel, McDonald’s, and Michelin in Europe. Prior to his role with TBWA , Dru was co-founder and chairman of the BDDP Group, which merged with TBWA in 1998. Prior to founding BDDP, Dru was executive creative director at Saatchi & Saatchi and CEO of Young & Rubicam in Paris.
目录
Introduction (J.Dru)
Seven Disruption Stories
DISRUPTION CONTEXT
1 America, the Disruptive Brand (C.Scott and T.Carroll)
2 Disruptive Organizations (A.Charbonneau)
3 Disrupting Marketing Conventions (D.Hackworthy and I.Leslie)
DISRUPTION AT WORK
4 First Impressions (N.Dawson)
5 State of the Art (J.Hunt and M.Jamieson)
6 Workshops (J.Hunt and M.Johnson)
7 Tools (F.Clancy)
DISRUPTION SCOPE
8 Disruption across Disciplines (G.Hilton and A.Maclean)
9 Street-Level Disruptions (Anna, Johan, Claes, Albin and Friends)
10 Tactile Disruptions (L.Gavin)
11 Disruption On-line (H.Albrecht, et al.)
12 Disruption, Interruption, Permission (L.Coots)
13 Disruptive Media Planning (M.Karo)
14 Disruption in Political Advertising (T.Beattie and R.Alexander)
15 Disruption in Emerging Markets (G.Heron and S.Mahapatra)
16 The Luxury of Disruption (A.Stagliano)
DISRUPTION TOMORROW
17 Insights (R.Monturo)
18 Connections (N.McLean)
19 A New Business Model (R.Birge and D.O'Malley)
Conclusion (J.Dru)
Index
