Wednesday, November 17, 2004

Divergence, convergence and other marketing strategies

Link - In their new book, The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival, Al and Laura Ries examine the development of brand strategy with the help of naturalist Charles Darwin. But along with a discussion of Darwin's The Origin of the Species, the authors analyze a number of current-day marketing strategies - successful ones as well as flops - in their discussion of what works, and what doesn't. In a word, divergence is in; convergence is not. (Free registration required.)

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