Renovate Before You Innovate Why Doing the New Thing Might Not Be the Right Thing

Name: Renovate Before You Innovate Why Doing the New Thing Might Not Be the Right Thing
Price: 3.71 USD
Availability: InStock
ISBN: 9781591840541

ISBN-10: 1591840546

ISBN-13: 9781591840541

Edition: 2004

Authors: Sergio Zyman, Armin A. Brott

List price: $24.95

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Description:

According to bestselling marketing expert Sergio Zyman, many companies rely too heavily on innovation to solve their problems. Whenever a brand or business gets old and tired, the impulse is to scrap it and start over with something fresh. It sounds great, but more often than not, innovation simply doesnt work. Zyman knows this firsthand he was the chief marketing officer at Coca-Cola during the disastrous launch of New Coke. So whats the alternative? Zyman now preaches the power of renovation, not innovation. Recapture the essence of your existing brands, products, and core competencies, and do more of the things that made you great in the first place. For instance, Coca- Colas essence…

Book details

List price: $24.95
Copyright year: 2004
Publisher: Penguin Publishing Group
Publication date: 10/14/2004
Binding: Hardcover
Pages: 256
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 0.990
Language: English



Acknowledgments


Introduction



So Whatï¿½s Wrong with Innovation?



Renovate Instead



Renovate Your Thinking



Renovate Your Business Destination



Renovate Your Competitive Frame



Renovate Your Segmentation



Renovate Your Brand Positioning



Renovate Your Customersï¿½ Brand Experience



Forced Renovation--When Things Go Really, Really Wrong



Tying It All Together


Conclusion



Renovating the Coca-Cola Company


Index