After Image: Mind Altering Marketing

After Image: Mind Altering Marketing by John Grant


Authors
John Grant
ISBN
9780007119493
Published
Released
01 / 07 / 2002
Binding
Hardcover
Pages
320

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.

John Grant has been part of the new marketing revolution since the mid-1990s when he co-founded radical advertising agency St Luke's. His pioneering book, drawn from the latest findings in business theory, cognitive neuroscience and social research, proposes a whole new system for marketing. Instead of building false images, he argues, business should now direct its efforts at building shared meaning and learning.

Many brands using the old image approach - Levi's, Coca-Cola, Nike, Gap, as well as numerous dot-coms - have run into trouble. The hottest categories now are those which have succeeded in building new knowledge cultures: like wine, personal IT, DIY, alternative medicine, male grooming, organic produce, MP3 music files and the gym. Brands can lead this process as Apple, Starbucks, IKEA and others have shown.

The trend has been hastened by a backlash against the values of the consumer society. In this context, brand image advertising is the new junk mail. That's because business, society and media have already changed and marketing is struggling to keep up.

The new marketing system, based on interactive and non-traditional media, is richly illustrated here with case studies of well-known brands and practical applications of the theories to real-world marketing problems. The book is also stuffed with insights, trends and cultural anecdotes. It is a fascinating and imaginative voyage into the future of marketing.
March Book Frenzy (Online Only)
39.96
RRP: $49.95
20% off RRP


This product is unable to be ordered online. Please check in-store availability.
Instore Price: $49.95
Enter your Postcode or Suburb to view availability and delivery times.

Other Titles by John Grant

Greener Marketing
30.95
24.76
20% Off
Debunk It Fake News Edition
25.95
20.76
20% Off

You might also like

Way of the Wolf
32.99
26.39
20% Off
Emotion by Design
24.99
19.99
20% Off
The 1Page Marketing Plan
36.99
29.59
20% Off
Fanatical Prospecting
47.95
38.36
20% Off
Million Dollar Weekend
36.99
29.59
20% Off
Sell It Like Serhant
22.99
18.39
20% Off
The Very Good Marketing Guide
29.95
23.96
20% Off
Traffic Secrets
29.99
23.99
20% Off

RRP refers to the Recommended Retail Price as set out by the original publisher at time of release.
The RRP set by overseas publishers may vary to those set by local publishers due to exchange rates and shipping costs.
Due to our competitive pricing, we may have not sold all products at their original RRP.