Disruption: Overturning Conventions and Shaking Up the Marketplace

Synopsis of Disruption: Overturning Conventions and Shaking Up the Marketplace

«Disruption: Overturning Conventions and Shaking Up the Marketplace» is Jean-Marie Dru's essay on advertising and marketing, in hardcover from Wiley.

Dru argues that great business ideas share the principle of disruption: identifying the conventions that limit corporate thinking and breaking them to unleash creativity. He proposes tools such as "what if" analysis or the "disruption bank" to renew products, brands, and services with innovative campaigns.

First volume in the Adweek Magazine Series, originally published in 1996. Text in English; includes bibliography and index.

Recommended for advertising and marketing professionals, executives, and business students interested in creativity and brand strategy.