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Return on Ideas David Nichols

Return on Ideas von David Nichols

Return on Ideas David Nichols

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Zusammenfassung

Delivering innovation has become the number-one item on the marketing director's agenda. Innovation is no longer an occasional extra, but something demanded by retailers, shareholders, and, above all, consumers. Yet, many of today's marketers never move beyond making flavor changes, just to keep the brand alive.

Return on Ideas Zusammenfassung

Return on Ideas: A Practical Guide to Making Innovation Pay David Nichols

Return on Ideas is a practical guide to getting more from the resources you put into your innovation process. David Nichols clearly shows why current innovation funnel models stifle rather than encourage new ideas, and offers a new methodology, 'rocketing', to tackle the problem. The first book to look in detail at innovation as a business-driving imperative, Return on Ideas provides the tools, techniques and processes to actually upgrade the way you tackle innovation, illustrated with examples from innovative companies such as Yo! Sushi, Apple, Vodafone, Unilever, P&G, Danone, Amex and Ben & Jerry's - as well as unconventional sources such as theatre and comedy.

Über David Nichols

David Nichols is a marketing coach who makes us feel like we can achieve everything we want according to one of his global brand director clients. He teamed up with David Taylor in 2006 to become a Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision and innovation projects for many global companies and brands including Castrol, Vodafone, Unilever and Cadburys. David is the author of Brands & Gaming: The computer gaming phenomenon and its impact on brands and business published by Palgrave Macmillan in 2005, cataloguing the rise and rise of a new global cultural phenomenon that is going to change the marketing landscape forever. He started his career at OC&C Strategy consultants, moving on to the marketing consultancy Added Value where he spent 11 years rising to be Managing Director of the UK, including stints in Paris and as MD in Australia. David has written and produced three full scale musicals and managed a professional improv troupe, The Impro Musical, working with Tony Slattery, Eddie Izzard and Greg Proops. He has a first class degree in Aerospace Engineering from Bristol University and in his spare time is an aerobatic pilot. Contact David at [email protected]

Inhaltsverzeichnis

About the Author. Acknowledgements. Chapter 1. This is getting us nowhere. Chapter 2. How to navigate this book. PART I: THE CASE STUDY. Chapter 3. The Calippo Shots Story. PART II: THE CHALLENGE. Chapter 4. Innovation isn't working. PART III: THE CORE IDEA. Chapter 5. A new innovation paradigm: The Rocket Motor. Chapter 6. Rocketing: Destination. Chapter 7. Rocketing: Combustion. Chapter 8. Rocketing: Nozzle. Chapter 9. Rocketing: Expander. PART IV: THE ENTERTAINMENT. Chapter 10. Ten innovations that make it look easy. PART V: THE PRACTICALITIES. Chapter 11. Doing it Faster. Chapter 12. Avoiding the Pitfalls. Appendix: Rocketing Toolkit. Index.

Zusätzliche Informationen

GOR005741007
9780470028575
0470028572
Return on Ideas: A Practical Guide to Making Innovation Pay David Nichols
David Nichols
Gebraucht - Sehr Gut
Gebundene Ausgabe
John Wiley & Sons Inc
20070413
280
N/A
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