Beyond Disruption: Changing the Rules in the Marketplace

Beyond Disruption: Changing the Rules in the Marketplace
by Jean-Marie Dru

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Book Summary Information

Author: Jean-Marie Dru
Edition: Hardcover
Audio: English (Original Language); English (Unknown); English (Published)
Published: 2002-04-12
ISBN: 0471218995
Number of pages: 304
Publisher: Wiley
Accessories:

The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

Book Reviews of Beyond Disruption: Changing the Rules in the Marketplace

Book Review: Great insight into TBWA/Chiat/Day's strategy
Summary: 5 Stars

Hving read the first book "Disruption", I'm glad that Jean Marie Dru has decided to compile case studies on how Disruption works in the market place with this new book. I also liked the fact that he invited prominent people in the TBWA family to write about disruption in their markets (they even have a section on Asian Markets). This book is a great book for anyone going into the world of advertising. It helped me as student to improve my creative thinking and the way I think about strategy! Now that I'm in the business, I actually occasionally refer to this book when I'm stuck on something.

To me, I feel Disruption and Beyond Disruption are the "Hey Whipple" books for Strategy and should be an inspiration to anyone who works on the strategy side of the business.

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Summary of Beyond Disruption: Changing the Rules in the Marketplace

The sequel to the best-selling Adweek book, Disruption, this book shows the wider application of the concept as it affects vision, strategy, creativity and media marketing. Jean Marie-Dru describes disruption as a universal language of change that allows advertisers from all over the world to form a common strategy. In this book, Dru explores the wide-reaching ramifications of disruption: for instance, how disruption can be seen at work in emerging, rebellious or unreceptive markets; how disruption can transform vision into insight; how disruption can affect communication and lead to cross-fertilization of ideas; how disruption relates to design; examples of disruptive companies and campaigns; and how disruption can lead to connectedness.

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