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A ravolution in Creative business strategy - Schemetter B.

A ravolution in Creative business strategy

Author: Schemetter B.
Publishers: Wiley & sons
Year of publication: 2003
Number of pages: 257
ISBN 0-471-22917-2
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Download: leaparevolutionIncreativeb2003.pdf

A Revolution in Creative Business Strategy
Bob Schmetterer
Chairman and CEO of Euro RSCG Worldwide IjmT—TTiBDOK
LEAP
Adweek and Brandweek Books are designed to present interesting, insightful books for the general business reader and for professionals in the worlds of media, marketing, and advertising.
These are innovative, creative books that address the challenges and opportunities ofthese industries, written by leaders in the business. Some of our writers head their own companies, others have worked their way up to the top of their field in large multinationals. But they share a knowledge of their craft and a desire to enlighten others.
We hope readers will find these books as helpful and inspiring as Adweek, Brandweek, and Mediaweek magazines.
Published
Disruption: Overturning Conventions and Shaking Up the Marketplace, Jean-Marie Dru
Under the Radar:Talking to Today’s Cynical Consumer, Jonathan Bond and Richard Kirshenbaum
Truth, Lies and Advertising: The Art of Account Planning, Jon Steel Hey, Whipple, Squeeze This: A Guide to Creating Great Ads,
Luke Sullivan
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Adam Morgan
Warp-Speed Branding:The Impact of Technology on Marketing,
Agnieszka Winkler
Creative Company: How St. Luke’s Became “the Ad Agency to End All Ad Agencies,” Andy Law
Another One Bites the Grass: Making Sense of International Advertising, Simon Anholt
Attention! How to Interrupt, Yell, Whisper and Touch Consumers,
Ken Sacharin
The Peaceable Kingdom: Building a Company without Factionalism, Fiefdoms, Fear, and Other Staples of Modern Business, Stan Richards Getting the Bugs Out:The Rise, Fall, and Comeback of Volkswagen in America, David Kiley
The Do-It-Yourself Lobotomy: Open Your Mind to Greater Creative Thinking, Tom Monahan
Beyond Disruption: Changing the Rules in the Marketplace,
Jean-Marie Dru
And Now a Few Laughs From Our Sponsor: The Best of Fifty Years of Radio Commercials, Larry Oakner Sixty Trends in Sixty Minutes, Sam Hill
LEAP
A Revolution in Creative Business Strategy
Bob Schmetterer
An Adweek Book
John Wiley & Sons, Inc.
This book is printed on acid-free paper.©
Copyright © 2003 by Bob Schmetterer. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail:permcoordinator@wiley.com.
Limit of Liability/Disclaimer of Warranty:While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. The publisher is not engaged in rendering professional services, and you should consult a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
For general information on our other products and services please contact our Customer Care Department within the U.S. at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.
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For more information about Wiley products, visit our web site at www.wiley.com
ISBN 0-471-22917-2
Printed in the United States of America
10 987654321
For Stacy
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Contents
Why Leap?
Tales of a Left-Brain/Right-Brain Thinker
Creative Business Ideas
Creativity at the Top
The Creative Corporate Culture
Creativity at the Heart of Business Strategy
Do You Know What Business You Are In?
The End of Advertising . . . the Beginning of Something New
The Entertainment Factor
A Structure for Creative Thinking
Make the Leap
Website
Acknowledgments
Notes
Credits
Index
About the Author
Introduction: Why Leap?
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