After image : mind-altering marketing /

Grant, John

After image : mind-altering marketing / by John Grant - Delhi : Profile Books , 2004c . - xvi, 288 pages : illustrations ; 20 cm

_contents_
SECTION 1: META_ BUSINESS STRATEGY;
1. business hyper evaluation;
2. informationalism changes everything;
SECTION 2: APOLLO RISING;
3. lifelong learning;
4. a passion for knowledge;
SECTION 3: RETHINKING BRANDING;
5. the brand - image crisis;
6. branding's next level;
7.a new model of branding;
8. concept branding;
9. Apollo rising revisited;
SECTION 4: MEDIA REVOLUTION;
11. KNOWLEDGE MEDIA;
12. REALITY MEID;
13. dialogue media;
14. memetic media;
15. community media;
16. story media;
17. reputation media;
SECTION 5: PUTTING THEORY INTO PRACTICE;
18; business analysis and hypothesis;
19. audience insights and trends;
20. the core concept;
21. designing a media platform;
THE LAST WORD;
doing the right thing---
notes/bibliography----
index;-----

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.

9781861976406 (pbk)


Marketing.
Brand name products.

658.8 / GRA-A 2004 11625