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The Ways to New


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Table of Contents

Foreword Troy Ruhanen ix Introduction Why Marketing Should Drive Innovation xi Part One Disruption and Innovation 1 Chapter 1 Disruption and the Innovation Deficit 3 Chapter 2 Disrupt the Way You Innovate 7 Chapter 3 Disruption in Practice 13 Part Two Disruptive Paths to Innovation 19 Chapter 4 Open Disruption 21 Chapter 5 Structural Disruption 29 Chapter 6 Asset-Based Disruption 41 Chapter 7 Reverse Disruption 47 Chapter 8 Sustainability-Driven Disruption 53 Chapter 9 Revival-Based Disruption 63 Chapter 10 Data-Driven Disruption 69 Chapter 11 Usage-Based Disruption 77 Chapter 12 Price-Led Disruption 83 Chapter 13 Added-Service Disruption 89 Chapter 14 Partnership-Led Disruption 97 Chapter 15 Brand-Led Disruption 103 Chapter 16 Insight-Driven Disruption 111 Chapter 17 Business Model Disruption 121 Chapter 18 Anticipation-Driven Disruption 131 Part Three Disruptive Brand Building 139 Chapter 19 Disruption Strategy 141 Chapter 20 Disruption Live 149 Conclusion 157 Disruption What Ifs 161 Exhibits 165 Acknowledgments 175 References 177 Bibliography 189 Index 191

About the Author

JEAN-MARIE DRU is Chairman of the TBWA Agency Network, a top 10 ranked global advertising network, and the inventor of TBWA's landmark 1992 DISRUPTION method for developing business-changing ideas. He has authored four books on advertising and marketing including Disruption and Beyond Disruption, both published by Wiley. Jean-Marie Dru is also Chairman of the French Academy of Medicine Foundation and Chairman of Unicef France.

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