- Hardcover: 304 pages
- Publisher: Wiley; 1 edition (April 15 2002)
- Language: English
- ISBN-10: 0471218995
- ISBN-13: 978-0471218999
- Product Dimensions: 23.4 x 16.1 x 2.3 cm
- Shipping Weight: 739 g
- Average Customer Review: 4.7 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: #343,100 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
Review
"...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)
Product 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.
Inside This Book
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First Sentence
The method was initially developed by our advertising agency. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
The method was initially developed by our advertising agency. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
4.0 out of 5 stars
Superb for reminding us all to hold onto our own creativity!,
By Dylan Hunter (Northborough, MA USA) - See all my reviews
This review is from: Beyond Disruption: Changing the Rules in the Marketplace (Hardcover)
I truly and thoroughly enjoyed this book! It reminded me what it was that got me into this line of work in the first place. This book focuses the reader on using creativity to look at the world in a different manner, and create truly differentiable advantage thereby, and the energy and excitement that I took from it were absolutely wonderful.The book is team-written by a series of folks at TBWA\, (one of the largest ad agencies in the world) and there are definite portions of the book that are only of value to people outside of the ad world in dealing with folks inside, (most notably, the entire third section of the book, which you can honestly skip) and there are some chapters written by Dru's team that contradict some of his basic tenets, but don't let either of these put you off. The case studies, base lessons and some of the discussions about methodologies are highly portable, and certainly can lead to a strong and very valuable transformation in your practices and company, if taken to heart.It will focus you and your co-workers on defining and fulfilling the grandeur of the mission you're on, (regardless of industry or product segment) with the benefits accruing in direct proportion to how widely you can introduce this mindset and maintain the excitement, (much of it self-perpetuating) to your environment.And one very cute suggestion that has immediate value to us all: a company was having a very difficult time with actual output not being achieved due to both the quantity and time span of meetings, (sound familiar?). Dru and his team's suggestion, which was implemented to great success? Remove all chairs from the conference room. Imagine how quickly meetings can be over if everyone has to stand during the entire discussion!
5.0 out of 5 stars
Simply Stated: A Great Book!,
By Jeff Harris (New York, NY United States) - See all my reviews
This review is from: Beyond Disruption: Changing the Rules in the Marketplace (Hardcover)
Dru successfully outlines the creation, development and deployment of 'disruptive' marketing strategies used on some of today's most successful brands including Apple and Absolute. In addition, he helps you get an understanding of why disruptive thinking is important, and in many cases, essential for the everyday entrepreneur. The visuals in the book certainly help and the well-organized structure of the content makes for a good read. Advertising and marketing folks, you won't be let down.
5.0 out of 5 stars
Beyond Disruption really goes beyond Dru's first book,
By Andrew New Canaan "Dylan+Bach" (New Canaan, CT) - See all my reviews
This review is from: Beyond Disruption: Changing the Rules in the Marketplace (Hardcover)
This book is valuable because [finally] there are case histories of how Dru's Disruption theory actually works in the marketplace. Dru wrote intro and then drew on his network of TBWA offices to report on how they've been successfully applying this dramatic communication theory for clients over last half decade. If you're interested in how to get your advertising and marketing to be heard and absorbed by the consumer, it's worth a read. Andrew Jaffe, Adweek Books
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