{"product_id":"welcome-to-the-creative-age-isbn-9780470844991","title":"Welcome to the Creative Age","description":"This book chronicles the dawn of the age of creativity in business, when new ideas and practices based on creativity will drastically change the way we do business. Starting with an overview of the age of marketing, the book winds its way through the past and the present to show us the future of business, backed up with insights from sociology and psychology.\"The Death of Marketing\" bietet ein neues, revolutionäres Konzept mit frischen Ideen für den Geschäftsbetrieb im 21. Jahrhundert.\u003cbr\u003e \u003cbr\u003e Dieses Buch läutet eine neue Ära der Kreativität im Geschäftsleben ein: Durch eine Fülle neuer Ideen und Praktiken wird sich der Geschäftsablauf drastisch verändern (und verbessern).\u003cbr\u003e \u003cbr\u003e Jetzt heisst es: Welche neuen Ideen gibt es, und wie werden sie am Arbeitsplatz umgesetzt. Welche der \"alten Zöpfe\" soll man abschneiden, und welche der althergebrachten Methoden beibehalten.\u003cbr\u003e \u003cbr\u003e Der Band gibt hierzu einen Überblick über das Marketing-Zeitalter - von der Vergangenheit zur Gegenwart und hin zur Zukunft.\u003cbr\u003e \u003cbr\u003e Er stützt sich dabei auf Erkenntnisse der Soziologie und Psychologie.\u003cbr\u003e \u003cbr\u003e Klar, verständlich und ohne Fachjargon.\u003cbr\u003e \u003cbr\u003e Praxisnah und leicht umsetzbar.\u003cbr\u003e \u003cbr\u003e Der Autor gehört zu den Spitzenplanern in der Marketingbranche und arbeitet für eine der führenden Werbeagenturen Großbritanniens - Ogilvy and Mather. \u003cp\u003eForeword by Adam Morgan vii\u003c\/p\u003e \u003cp\u003eAcknowledgements xi\u003c\/p\u003e \u003cp\u003eIntroduction: Bananas at Dawn 1\u003c\/p\u003e \u003cp\u003eThe ‘added-value’ banana 1\u003c\/p\u003e \u003cp\u003eWhat’s it all about, Alfie? 3\u003c\/p\u003e \u003cp\u003eMarketing hilarity 4\u003c\/p\u003e \u003cp\u003eResistance is futile 7\u003c\/p\u003e \u003cp\u003eThe death of marketing as an organizational principle 8\u003c\/p\u003e \u003cp\u003eThe War for Talent and how to win it 9\u003c\/p\u003e \u003cp\u003eThe Creative Age as a new organizing principle 9\u003c\/p\u003e \u003cp\u003eToo ambitious by half? 10\u003c\/p\u003e \u003cp\u003eTalking to the preacher man 11\u003c\/p\u003e \u003cp\u003eHow to use this book 12\u003c\/p\u003e \u003cp\u003eStructure 12\u003c\/p\u003e \u003cp\u003eCreative Age heroes 13\u003c\/p\u003e \u003cp\u003eAnd dear reader … 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1: Creativity Is Our Inheritance 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe value of creativity 18\u003c\/p\u003e \u003cp\u003eThe man who knew too much 19\u003c\/p\u003e \u003cp\u003eCreativity sees what isn’t (yet) 20\u003c\/p\u003e \u003cp\u003eCreativity is our greatest inheritance 21\u003c\/p\u003e \u003cp\u003eCreativity in the public services 22\u003c\/p\u003e \u003cp\u003eBut I’m not very creative … 23\u003c\/p\u003e \u003cp\u003eThe creative individual 25\u003c\/p\u003e \u003cp\u003eThe creative personality 27\u003c\/p\u003e \u003cp\u003eWhat are we to make of the ‘facts’ of creativity? 29\u003c\/p\u003e \u003cp\u003eMemories of the future 29\u003c\/p\u003e \u003cp\u003eTeam creativity = creativity to the power of N 30\u003c\/p\u003e \u003cp\u003eWorking together creatively 31\u003c\/p\u003e \u003cp\u003eLeaving your agenda at the door 32\u003c\/p\u003e \u003cp\u003eDiversity rules 33\u003c\/p\u003e \u003cp\u003eImpro madness 34\u003c\/p\u003e \u003cp\u003eBe kind to your fellow creators 35\u003c\/p\u003e \u003cp\u003eEnjoy the journey, not the destination 35\u003c\/p\u003e \u003cp\u003eConclusions 37\u003c\/p\u003e \u003cp\u003eSome questions 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2: The Glorious Revolution 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLooking forward and looking back 41\u003c\/p\u003e \u003cp\u003eChange is a snowball made by many hands 42\u003c\/p\u003e \u003cp\u003eLike frogs in a pot of water 43\u003c\/p\u003e \u003cp\u003eThe problem of history 44\u003c\/p\u003e \u003cp\u003eThe fertile ground 45\u003c\/p\u003e \u003cp\u003eThe Marketing Revolution and the doughboy 47\u003c\/p\u003e \u003cp\u003eSomething to believe in 48\u003c\/p\u003e \u003cp\u003eChanging the world 49\u003c\/p\u003e \u003cp\u003eThe rise and rise of the brand 51\u003c\/p\u003e \u003cp\u003eThe final frontier? 55\u003c\/p\u003e \u003cp\u003eWhat had happened? 55\u003c\/p\u003e \u003cp\u003eConclusions 56\u003c\/p\u003e \u003cp\u003eSome questions 56\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3: Tsunami 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYou’ve never had it so good 59\u003c\/p\u003e \u003cp\u003eTides of change 60\u003c\/p\u003e \u003cp\u003eR-E-S-P-E-C-T 68\u003c\/p\u003e \u003cp\u003eDIY careers 72\u003c\/p\u003e \u003cp\u003eThe importance of people 75\u003c\/p\u003e \u003cp\u003eTsunami and after 75\u003c\/p\u003e \u003cp\u003eSome questions 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4: Who and How We Are 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIt’s over 79\u003c\/p\u003e \u003cp\u003eI am not who you think I am 80\u003c\/p\u003e \u003cp\u003eThe brain in action 83\u003c\/p\u003e \u003cp\u003eEngaging the disengaged mind 84\u003c\/p\u003e \u003cp\u003eEmotions and decisions 85\u003c\/p\u003e \u003cp\u003eHumans as herd animals 87\u003c\/p\u003e \u003cp\u003eThe end of the individual? 92\u003c\/p\u003e \u003cp\u003eConclusions 93\u003c\/p\u003e \u003cp\u003eSome questions 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5: Ideas, Ideas, Ideas 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdeas and attention dollars 98\u003c\/p\u003e \u003cp\u003eHome is here 101\u003c\/p\u003e \u003cp\u003eThis is the sound of the suburbs 102\u003c\/p\u003e \u003cp\u003e‘Don’t be so English’ 104\u003c\/p\u003e \u003cp\u003eIdeas and B2B 105\u003c\/p\u003e \u003cp\u003eIdeas and microchips 107\u003c\/p\u003e \u003cp\u003eKey characteristics of the Creative Age Idea 109\u003c\/p\u003e \u003cp\u003eConclusions 112\u003c\/p\u003e \u003cp\u003eSome questions 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6: All that You Can’t Leave Behind (but must) 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning to let go 117\u003c\/p\u003e \u003cp\u003eTea with Andrew Ehrenberg 120\u003c\/p\u003e \u003cp\u003eAsking silly questions 122\u003c\/p\u003e \u003cp\u003eShaky foundations and empty promises 123\u003c\/p\u003e \u003cp\u003eMore shaky foundations 125\u003c\/p\u003e \u003cp\u003eOpinions aren’t much use 127\u003c\/p\u003e \u003cp\u003eSo where does this leave market research? 128\u003c\/p\u003e \u003cp\u003eThe brand and the snake-oil salesmen 129\u003c\/p\u003e \u003cp\u003eProblem 1: brand gets in the way of the real problems 130\u003c\/p\u003e \u003cp\u003eProblem 2: the claims made for the importance of the brand are overblown 133\u003c\/p\u003e \u003cp\u003eProblem 3: the brand ties you to the past 134\u003c\/p\u003e \u003cp\u003eConclusions 134\u003c\/p\u003e \u003cp\u003eUsing the ‘bnard’ 135\u003c\/p\u003e \u003cp\u003eSome questions 135\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7: How to Have a Creative Age Idea 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNot the idiot’s guide to ... 139\u003c\/p\u003e \u003cp\u003eConcept 1: purpose, not positioning 140\u003c\/p\u003e \u003cp\u003eConcept 2: interventions – it is what you do 144\u003c\/p\u003e \u003cp\u003eApplying these concepts – what to do? 144\u003c\/p\u003e \u003cp\u003eConclusions 151\u003c\/p\u003e \u003cp\u003eSome questions 152\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8: Interventions – It is What You Do … 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCatalytic conversions 155\u003c\/p\u003e \u003cp\u003eIdeas and interventions 156\u003c\/p\u003e \u003cp\u003eControl is an (un)helpful illusion 157\u003c\/p\u003e \u003cp\u003eThe science of complexity 159\u003c\/p\u003e \u003cp\u003eWhat this means for business 161\u003c\/p\u003e \u003cp\u003eMore modesty, please 162\u003c\/p\u003e \u003cp\u003eInterventions as the expression of the purpose-idea 164\u003c\/p\u003e \u003cp\u003eBenchmarking your way into a corner 165\u003c\/p\u003e \u003cp\u003eInterventions as instinctive actions 167\u003c\/p\u003e \u003cp\u003eManagement interventions 169\u003c\/p\u003e \u003cp\u003eThe intranet fallacy 170\u003c\/p\u003e \u003cp\u003eConclusion 171\u003c\/p\u003e \u003cp\u003eSome questions 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9: Advertising is Not Communication 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe big question 175\u003c\/p\u003e \u003cp\u003eAdvertising as communication 177\u003c\/p\u003e \u003cp\u003eWhat’s wrong with the communication model? 180\u003c\/p\u003e \u003cp\u003eAdvertising and politics 181\u003c\/p\u003e \u003cp\u003eNo market for messages 182\u003c\/p\u003e \u003cp\u003eOther effects of advertising explained 184\u003c\/p\u003e \u003cp\u003eImplications for advertising 185\u003c\/p\u003e \u003cp\u003eAdvertising a promotion can be an intervention 186\u003c\/p\u003e \u003cp\u003eWhat advertising can learn from PR 188\u003c\/p\u003e \u003cp\u003eThe only good ad is an intervention 189\u003c\/p\u003e \u003cp\u003eThe end of specialisms 190\u003c\/p\u003e \u003cp\u003eConclusions 193\u003c\/p\u003e \u003cp\u003eSome questions 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10: The Shared Enterprise – Putting purpose ideas at the Heart of Business 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChanging the world 197\u003c\/p\u003e \u003cp\u003ePornography for the Creative Age employee 199\u003c\/p\u003e \u003cp\u003eWhat this costs business 200\u003c\/p\u003e \u003cp\u003eA sense of purpose at the heart of the company 203\u003c\/p\u003e \u003cp\u003e(not to be confused with) Mission statement mania 207\u003c\/p\u003e \u003cp\u003ePurpose-ideas and humans as herd animals 208\u003c\/p\u003e \u003cp\u003eBack in the Apple hot seat again 209\u003c\/p\u003e \u003cp\u003ePurpose-ideas and self-alignment 210\u003c\/p\u003e \u003cp\u003eConclusions 211\u003c\/p\u003e \u003cp\u003eSome questions 212\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11: A Place You Want to Work in 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA purpose-idea is not enough 215\u003c\/p\u003e \u003cp\u003eSomething for everyone 216\u003c\/p\u003e \u003cp\u003eFulfilment and flow 218\u003c\/p\u003e \u003cp\u003eFlow and the workplace 220\u003c\/p\u003e \u003cp\u003eIt is what we do 223\u003c\/p\u003e \u003cp\u003eEnter the accelerator manager 224\u003c\/p\u003e \u003cp\u003eThinking-by-doing 227\u003c\/p\u003e \u003cp\u003eA new model 228\u003c\/p\u003e \u003cp\u003eWhy don’t we ‘do the do’ more often? 229\u003c\/p\u003e \u003cp\u003eChoose your weapon to avoid the doing 230\u003c\/p\u003e \u003cp\u003eWho needs complete control? 231\u003c\/p\u003e \u003cp\u003eConclusions 232\u003c\/p\u003e \u003cp\u003eSome questions 232\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12: Us – Together 233\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eArchitecture as intervention 235\u003c\/p\u003e \u003cp\u003eSo what is a company? 236\u003c\/p\u003e \u003cp\u003eThe company anthill 238\u003c\/p\u003e \u003cp\u003eBasic programming in the machine company 239\u003c\/p\u003e \u003cp\u003eAnd in the Creative Age company? 240\u003c\/p\u003e \u003cp\u003eThe value of networks 241\u003c\/p\u003e \u003cp\u003eMaking this useful 245\u003c\/p\u003e \u003cp\u003eI’m special, me 246\u003c\/p\u003e \u003cp\u003eMr Blandings and his dream house 247\u003c\/p\u003e \u003cp\u003eAdvertising’s 80:20 rule 248\u003c\/p\u003e \u003cp\u003eWhat are we to do with the ad agency? 252\u003c\/p\u003e \u003cp\u003eThe new 80:20 rule 253\u003c\/p\u003e \u003cp\u003eThe network company 254\u003c\/p\u003e \u003cp\u003eOur house 255\u003c\/p\u003e \u003cp\u003eOpening up our house 255\u003c\/p\u003e \u003cp\u003eMutuality 256\u003c\/p\u003e \u003cp\u003eIdeas, ideas, ideas (again) 256\u003c\/p\u003e \u003cp\u003eConclusions 257\u003c\/p\u003e \u003cp\u003eSome questions 257\u003c\/p\u003e \u003cp\u003ePostscript 258\u003c\/p\u003e \u003cp\u003eAll changed utterly 258\u003c\/p\u003e \u003cp\u003eThe most powerful force on the planet 259\u003c\/p\u003e \u003cp\u003eA fresh start 259\u003c\/p\u003e \u003cp\u003eEndnotes 261\u003c\/p\u003e \u003cp\u003eIndex 272\u003c\/p\u003e  \"... Using ingeniously insightful witty examples, mark Earls embarks on a radical and comprehensive critique of the fundamental principles of business and marketing...\" (Marketing Business, September 2002)   \u003cp\u003e\"…a highly entertaining and thought-provoking denunciation of what’s gone wrong with marketing…Mark’s easy-flowing writing style will encourage you to try to spend the evening reading it at one sitting…\" (www.theidm.com 4 November 2002)\u003c\/p\u003e \u003cp\u003e\"…anyone interested in our industry (marketing), and the society we help to create, should read this book…\" (Research Magazine, February 2003)\u003c\/p\u003e MARK EARLS is Executive Group Planning Director at Ogilvy London - the UK's largest communications group. Prior to this, he worked at St. Luke's and a number of other London Ad agencies.\u003cbr\u003e \u003cbr\u003e Mark is a frequent public speaker and has presented papers on his field of expertise around the world and judged a number of awards competitions. He edited the 1999 APG Creative Planning Awards case studies. He has been vice chair of the UK Account Planning Group and sat on the DTI Foresight Panel for Information, Technology and Communication.\u003cbr\u003e \u003cbr\u003e Andrew Jaffe, chair of the US Clio Awards described to Mark as 'one of the London Advertising scene's foremost contrarians'.\u003cbr\u003e \u003cbr\u003e Mark lives in North London but dreams of tight lines, off-drives and sunnier climes. This book puts the accepted ideas of marketing into perspective. It draws together new learning and anecdotes from disparate fields - from neuroscience and Cary Grant to circuses and rock music - to offer a series of thought starters for marketers on how to apply the new learning to their everyday experiences and the shape of their organizations.\u003cbr\u003e \u003cbr\u003e An online bulletin board allows you to share your own experiences and debate with other readers: www.deathofmarketing.com The rules and principles that have governed business for half a century are dead; what matters now, more than anything else, is creativity and ideas. In a thought-provoking look at the death of 'old' marketing, Mark Earls explores this sea change and shows how the new philosophy can be used to solve traditional marketing problems. He also provides detailed guidance for building an organization for which employees will choose to work - one within which creativity and ideas can flourish.\u003cbr\u003e \u003cbr\u003e 'This is the book Naomi Klein should have written. Mark Earls affectionately dissects the madness of modern marketing but at the same time understands why it really matters.' Dominic Mills, Editorial Director, Campaign Magazine\u003cbr\u003e \u003cbr\u003e 'Mark tears up a lot of what we are secure and familiar with (fundamental notions such as \"brand\" and \"consumer-orientation\", for instance), and, while giving us some of the new building blocks, he asks as many questions about the way forward without these familiar handrails, as he offers answers.' From the Foreword by Adam Morgan, Director of EatBigFish and author of best-selling Eating the Big Fish\u003cbr\u003e \u003cbr\u003e 'If the only thing you do is throw out your mission statement and grasp hold of a \"purpose-idea\" you will have a great return on your investment in Mark Earls' book.' Kevin Thomson, author of best-selling Emotional Capital and President of MCA Communicate\u003cbr\u003e \u003cbr\u003e 'Anyone who has ever challenged the shibboleths and practices of late twentieth century Marketing - especially the holy grail of \"consumer insight\" self-servingly invented by the Market Research industry - should read Mark Earls' comprehensive and tightly argued critique. Not only does it give us a rationale for not doing it like that any more (3 cheers!) but it also offers a passionate book full of creative ways to do it differently and more productively (300 cheers!).' Virginia Valentine, author, and Founder of Semiotic Solutions\u003cbr\u003e \u003cbr\u003e 'There are many who will doubtless want to see Mark Earls burned at the nearest stake for suggesting that marketing is not the all-seeing, all-healing deity in which they believe. Enjoy your martyrdom, Mark. Truth is on your side.' Jon Steel, author of best-selling Truth, Lies \u0026amp; Advertising - The Art of Account Planning","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990472736997,"sku":"NP9780470844991","price":65.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470844991.jpg?v=1761787965","url":"https:\/\/k12savings.com\/es\/products\/welcome-to-the-creative-age-isbn-9780470844991","provider":"K12savings","version":"1.0","type":"link"}