After Image: Mind-Altering Marketing

by JohnGrant (Author)

• Used

  Hardcover
  2002

  $11.84

  Co-founder of St Luke's advertising agency, John Grant, examines why traditional marketing has run into trouble. He explains why marketing based on brand-image will no longer work and reveals an entirely new system that will - based on new concept developing techniques. John Grant has been part of the new marketing revolution since the mid-1990s when he co-founded advertising agency St Luke's. His book, drawn from findings in business theory, cognitive neuroscience and social research, proposes a new system for marketing. Instead of building false images, he argues, business should now direct its efforts at building shared meaning and learning. Many brands using the old image approach - Levi's, Coca-Cola, Nike, Gap...as well as numerous dot-coms - have run into trouble. The hottest categories now are those which have succeeded in building new knowledge cultures: like wine, personal IT, DIY, alternative medicine, male grooming, organic produce, MP3 music files and the gym. Brands can lead this process as Apple, Starbucks, IKEA and others have shown. The trend has been hastened by a backlash against the values of the consumer society. In this context, brand image advertising is the new junk mail. That's because business, society and media have already changed and marketing is struggling to keep up. The new marketing system, based on interactive and non-traditional media, is illustrated here with case studies of well-known brands and practical applications of the theories to real-world marketing problems. The book is also stuffed with insights, trends and cultural anecdotes.

• Used

  Paperback
  2003

  $3.24

  A fascinating and imaginative voyage into the future of marketing, by a leading thinker and practitioner at the cutting edge of marketing. John Grant has been part of the new marketing revolution since the mid-90s. In this book, drawn from the latest findings in business theory, cognitive neuroscience and social research, Grant proposes a whole new system for marketing based upon interactive and non-traditional media. The book is richly illustrated with case studies of well-known brands and stuffed with fascinating insights, trends and cultural anecdotes. Far from being a boring marketing textbook, it is a challenge to conventional marketing practice and thinking that has to be taken seriously.

• Used

  Hardcover
  2002

  $15.24

• New

  Paperback
  2003

  $15.14

  A fascinating and imaginative voyage into the future of marketing, by a leading thinker and practitioner at the cutting edge of marketing. John Grant has been part of the new marketing revolution since the mid-90s. In this book, drawn from the latest findings in business theory, cognitive neuroscience and social research, Grant proposes a whole new system for marketing based upon interactive and non-traditional media. The book is richly illustrated with case studies of well-known brands and stuffed with fascinating insights, trends and cultural anecdotes. Far from being a boring marketing textbook, it is a challenge to conventional marketing practice and thinking that has to be taken seriously.