Beyond Disruption

Changing the Rules in the Marketplace

Jean-Marie Dru

304 pages, parution le 07/06/2002

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Résumé

In his influential and popular Disruption, Jean-Marie Dru showed you how to break free from conventional business thinking, unleash creativity, and shape a radical new vision of a product, brand, or service. Now, this international advertising and marketing authority leads an all-star team of his TBWA colleagues to show you that companies can use Disruption to create and manage change at all levels of their organization.

This mind-opening guide demonstrates that Disruption is more than a foolproof methodology for creating breakthrough advertising and marketing campaigns. It is a groundbreaking new language for the global economy that forges links between vision, creativity, strategy, operations, product development, media marketing–every facet of a business organization.

Beyond Disruption shows you how to use this powerful language to identify new markets, develop new products, revamp brands, invent new organizations, trigger cultural changes, suggest new distribution channels, and more. Through real-world examples of Disruption at work for global brands such as Apple computers, Nissan cars, Nivea skincare products, and for category killers such as Sony PlayStation, Absolut vodka, and McDonald's restaurants, you will discover how Disruption leads to radical departures from conventional thought and how these unorthodox ideas transform brands and companies into worldwide champions.

Beyond Disruption is must reading for account planners, marketers, advertisers, and anyone who wants to transcend the mundane and compete on a whole new level. Read this book and discover how to leapfrog your competitors–and leave the also-rans in the dust.

Contents

Seven Disruption Stories

Disruption context
1 America, the Disruptive Brand
2 Disruptive Organizations
3 Disrupting Marketing Conventions

Disruption at work
4 First Impressions
5 State of the Art
6 Workshops
7 Tools

Disruption scope
8 Disruption across Disciplines
9 Street-Level Disruptions
10 Tactile Disruptions
11 Disruption On-line
12 Disruption, Interruption, Permission
13 Disruptive Media Planning
14 Disruption in Political Advertising
15 Disruption in Emerging Markets
16 The Luxury of Disruption

Disruption tomorrow
17 Insights
18 Connections
19 A New Business Model

L'auteur - Jean-Marie Dru

Jean-Marie Dru est président et CEO de TBWA/WORLDWIDE, un des dix plus importants réseaux publicitaires au monde, avec 217 agences dans 69 pays et 8 400 collaborateurs. Après avoir été directeur de création chez Saatchi & Saatchi puis président de Young & Rubicam Paris, il a fondé en 1984 l'agence BDDP, qui a fusionné avec TBWA en 1998. Il est l'auteur de deux ouvrages sur les stratégies publicitaires et marketing : Le Saut créatif (Lattès, 1985) et Disruption (Village Mondial, 1997).
Depuis juin 2015, Jean-Marie Dru est président de l'Unicef France.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Jean-Marie Dru
Parution	07/06/2002
Nb. de pages	304
Format	16 x 23,5
Couverture	Relié
Poids	727g
Intérieur	Noir et Blanc
EAN13	9780471218999
ISBN13	978-0-471-21899-9