By one of the leading lights in the new marketing revolution, this pioneering book draws from the latest findings in business theory, cognitive neuroscience and social research, to provide a new direction and system for marketing. Instead of relying on the traditional (image-based) approach, Grant argues companies should now direct their efforts at building shared meaning and learning - through interactive and non-traditional media - as the basis for marketing. For anyone involved directly or indirectly with marketing, this highly acclaimed book is essential reading. 'Radical thinking that...
By one of the leading lights in the new marketing revolution, this pioneering book draws from the latest findings in business theory, cognitive neuros...