Build Your Own Garage: Blueprints and Tools to Unleash Your Company's Hidden Creativity - Couverture rigide

Schmidtt, Bernd; Brown, Laura

 
9780743202602: Build Your Own Garage: Blueprints and Tools to Unleash Your Company's Hidden Creativity
Couverture rigide
ISBN 10 : 0743202600 ISBN 13 : 9780743202602
Editeur : Free Press, 2002

Synopsis

Two marketing and communications experts present a cutting-edge model for managing group creativity, expanding on the ideas introduced in Bernd Schmitt's revolutionary Experiential Marketing. Bernd Schmitt, a leader in experiential thinking, introduced the concept of the 'experience organisation' a business that thrives on innovation, buzzes with ideas, rejects bureaucacy, questions convention and allows the spirit of its employees to soar. Now he teams up with Laura Brown to show not only that these companies exist, but how any company can become one. Build Your Own Garage is at the forefront of the new field of study focused on the dynamics of workplaces that feature breakthrough ideas and new initiatives. Using the metaphor of the garage to represent these most successful busineses of the new economy, the authors draft blueprints that bring together the on-line experience, branding, communications, cultural perspective and people to foster maximum corporate creativity. Using examples drawn from real life, Schmitt and Brown demonstrate everything from how the physical environment and size of an organisation can substantially improve the quality and flow of ideas, to the relative effectiveness of various e-commerce models.

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À propos de l'auteur

Bernd H. Schmitt is one of the most widely respected marketing and business strategists today. Executive Director of the Center on Global Brand Leadership at Columbia Business School in New York, he has consulted and lectured in more than twenty countries and is coauthor of Marketing Aesthetics (1997) and author of Experiential Marketing (1999). Laura Brown is a New York based writer and communication consultant whose clients have included AOL Time Warner, and GE Capital. She holds a Ph.D. in English from Columbia University.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Free Press
Date d'édition
2002
Langue
anglais
ISBN 10 
0743202600
ISBN 13 
9780743202602
Reliure
Relié
Nombre de pages
224
Coordonnées du fabricant
non disponible
Personne responsable
non disponible