Beyond Disruption
Changing the Rules in the Marketplace
1st Edition
Published on 29. April 2002
Book
Hardback
304 pages
978-0-471-21899-9 (ISBN)
Description
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.
Reviews / Votes
"...this excellent book..." (Electronic Commerce Guide, 13 July 2002) Named the Must Read Marketing book (Campaign, 27 September 2002) "...book of the week..." (The Sunday Times, 13 October 2002) the book is a whirlwind ride packed full of ideas and genuine insights (Marketing, 9 January 2003) "...Marketing Mix: Book of the week...the book is a whirlwind ride packed full of ideas and genuine insights..." (Marketing (WWW), 11 February 2003)More details
Edition
1., Auflage
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
College/higher education
Professional and scholarly
Illustrations
illustrations (chiefly colour) colour facsimiles
Dimensions
Height: 24.1 cm
Width: 15.9 cm
Thickness: 23 mm
Weight
709 gr
ISBN-13
978-0-471-21899-9 (9780471218999)
Schweitzer Classification
Person
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.
Content
Introduction (J. Dru).
Seven Disruption Stories.
DISRUPTION CONTEXT.
America, the Disruptive Brand (C. Scott and T. Carroll).
Disruptive Organizations (A. Charbonneau).
Disrupting Marketing Conventions (D. Hackworthy and I. Leslie).
DISRUPTIVE AT WORK.
First Impressions (N. Dawson).
State of the Art (J. Hunt and M. Jamieson).
Workshops (J. Hunt and M. Johnson).
Tools (F. Clancy).
DISRUPTION SCOPE.
Disruption Across Disciplines (G. Hilton and A. Maclean).
Street-Level Disruptions )Anna, Johan, Claes, Albin and Friends).
Tactile Disruptions (L. Gavin).
Disruption On-Line (H. Albrecht, et al.).
Disruptions, Interruption, Permission (L. Coots).
Disruptive Media Planning (M. Karo).
Disruption in Political Advertising (T. Beattie and R. Alexander).
Disruption in Emerging markets (G. Heron and S. Mahapatra).
The Luxury of Disruption (A. Stagliano).
DISRUPTION TOMORROW.
Insights (R. Monturo).
Connections (N. McLean).
A New Business Model (R. Birge and D. O'Malley).
Conclusion (J. Dru).
Index.
Seven Disruption Stories.
DISRUPTION CONTEXT.
America, the Disruptive Brand (C. Scott and T. Carroll).
Disruptive Organizations (A. Charbonneau).
Disrupting Marketing Conventions (D. Hackworthy and I. Leslie).
DISRUPTIVE AT WORK.
First Impressions (N. Dawson).
State of the Art (J. Hunt and M. Jamieson).
Workshops (J. Hunt and M. Johnson).
Tools (F. Clancy).
DISRUPTION SCOPE.
Disruption Across Disciplines (G. Hilton and A. Maclean).
Street-Level Disruptions )Anna, Johan, Claes, Albin and Friends).
Tactile Disruptions (L. Gavin).
Disruption On-Line (H. Albrecht, et al.).
Disruptions, Interruption, Permission (L. Coots).
Disruptive Media Planning (M. Karo).
Disruption in Political Advertising (T. Beattie and R. Alexander).
Disruption in Emerging markets (G. Heron and S. Mahapatra).
The Luxury of Disruption (A. Stagliano).
DISRUPTION TOMORROW.
Insights (R. Monturo).
Connections (N. McLean).
A New Business Model (R. Birge and D. O'Malley).
Conclusion (J. Dru).
Index.