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1 In Praise of Copying Copying, originality, invention, innovation and the King of Rock n Roll 1 2 How to Copy Well Good, bad, tight, loose, close or far away 21 3 What Kinda Thing? : Maps and Drawing What kind of thing are you trying to change? 59 4 Where to Copy From: The Pattern Books 52 different strategies to copy, borrow or steal 89 5 Copy Better Applying what we ve learned to real world problems 129
Mark Earls, leading expert in marketing and consumer behaviour, quashes the stigma around copying, and shows that it can help us to rethink how we go about solving problems. By understanding what other people are doing and the choices they make, we can develop strategies to solve the challenges that we face inside and outside the organization.
This is a gem of a book one you ll read then keep in your bottom drawer so you can dip in and out of it to bring clarity to your thinking (PR Week, June 2015) "Earls has written a thoughtful and well-presented volume here" (The Irish Times, June 2015) an entertaining book (Flight Time, August 2015)