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

Schmidtt, Bernd; Brown, Laura

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.

A propos du livre

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.

Détails de l'édition

• 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