Chief Culture Officer: How to Create a Living, Breathing Corporation (精装)
点此进入淘宝搜索页搜索分類: 图书,进口原版书,Business & Investing（商业与投资）,Marketing & Sales（市场与销售）,Marketing,Research,
品牌: Grant McCracken
基本信息出版社:BASIC BOOKS (2009年11月1日)精装:272页ISBN:0465018327条形码:9780465018321产品尺寸及重量:21.9 x 15.2 x 2.4 cm ; 377 gASIN:0465018327
商品描述内容简介Levi-Strauss, the jeans and apparel maker, missed out on the hip-hop trend. They didn't realize that those kids in baggy jeans represented a whole new--and lucrative--market opportunity, one they could have seen coming if they had but been paying attention to the shape of American culture. Levi Strauss isn't alone. Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion dollars. The cost to the rest of corporate America is immeasurable. The lesson? The American corporation needs a new professional. It needs a Chief Culture Officer. Grant McCracken, an anthropologist who now trains some of the world's biggest companies and consulting firms, argues that the CCO would keep a finger on the pulse of contemporary cultural trends--from sneakers to slow food to preppies--while developing a systematic understanding of the deep waves of culture in America and the world. The CCO's professionalism would allow the corporation to see coming changes, even when they only exist as the weakest of signals. Delightfully authoritative, trenchantly on point, bursting with insight and character, "Chief Culture Officer" is sure to expand your horizons--and your business.媒体推荐How can you become Steve Jobs, A.G. Lafley, or David Ogilvy? Hint: read this book.
