By one of the leading lights in the new marketing revolution, this pioneering book draws from the latest findings in business theory, cognitive neuroscience and social research, to provide a new direction and system for marketing. Instead of relying on the traditional (image-based) approach, Grant argues companies should now direct their efforts at building shared meaning and learning - through interactive and non-traditional media - as the basis for marketing. For … mehranyone involved directly or indirectly with marketing, this highly acclaimed book is essential reading. 'Radical thinking that cuts across business as a whole. If you really want to understand and connect with tomorrow's consumer, read this book today.' David Patton, European Vice-President of Marketing, Sony PlayStation 'A much needed contribution to the practice of marketing ...the reader will be greatly rewarded by this splendid book.' Professor Gerald Zaltman, Harvard Business School 'We need to rethink branding in terms of concept not image. This book brings the whole subject up to date.' Hermann Hauser, entrepreneur and co-founder of Amadeus Capital weniger