Beat accelerating customer expectations with trend-driven innovation

Beat accelerating customer expectations with trend-driven innovation

by Mason, Henry

Type Book
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Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. This book demonstrates a powerful, counterintuitive truth: to anticipate what people will want next, stop looking at customers and start looking at businesses. That means learning how to draw actionable insights from the way leading brands and disruptive startups-from Apple to Uber, Chipotle to Patagonia-redefine expectations. Shari…

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Title Statements

  • Full title :Beat accelerating customer expectations with trend-driven innovation / Henry Mason, David Martin, Maxwell Luthy, Delia Dumitrescu ; designed by Maria Isabel Reyes.

Summary

Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. This book demonstrates a powerful, counterintuitive truth: to anticipate what people will want next, stop looking at customers and start looking at businesses. That means learning how to draw actionable insights from the way leading brands and disruptive startups-from Apple to Uber, Chipotle to Patagonia-redefine expectations. Sharing the secrets that have led hundreds of thousands of professionals at the world's most successful brands and agencies to rely on TrendWatching for over a decade, Trend-Driven Innovation will reconfigure your view of the business world. Highly visual and intensely practical, it will act as a step-by-step manual to enable you to build an organization that matters, products customers love, and campaigns people can't stop talking about.

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Edition Statements

  • Publication Date:2015

Publication Statements

  • Publisher(s):Wiley
  • Place of Publication:Hoboken, New Jersey
  • Language:eng
  • Publication Date:2015

Notes

Rückentitel: Trend-driven innovation.

The Physical Object

  • Description:xiii, 352 p. : : ill. ; : 21 cm

Edition Identifiers

  • ISBN:1119076315, 9781119076315
  • oclc:on1041297578
  • LC Classification:HF5415.5
  • Dewey Decimal:658.8/12

Subjects

Consommateurs -- Comportement Consumer behavior Creative ability in business Créativité dans les affaires Customer relations Gestion d'entreprise High technology industries -- Marketing Industries de pointe -- Marketing Innovations -- Gestion Innovations technologiques Marketing -- Gestion Marketing -- Management New products Prévision Produits nouveaux Relations avec la clientèle Technological innovations -- Management

Writers

Mason, Henry

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