BRAND NEW WORLD: HOW PAUPERS, PIRATES, AND OLIGARCHS ARE RESHAPING BUSINESS

Book ID/图书代码： 06002007B17108

English Summary/英文概要： To get around a ban on alcohol advertising, a Russian oligarch starts a bank using the same name as his premium bestselling vodka. Russian Standard is still the #1 vodka and is now the largest consumer bank, issuing 77 percent of credit cards in the country. Silk Street market, the epicentre of piracy and counterfeiting in China, launches its own brand. In a press release, the new company announces that anyone using its brand outside the market will be held liable. A Thai company reaches millions of consumers by installing combs in the tangled wires above the streets of Bangkok to promote its hair-care products.

We live in a brand new world, where marketing is taking on incredible new forms, especially in the hyper-developing BRIC countries: Brazil, Russia, India and China. The almost unimaginable economic growth in these nations is revolutionizing marketing across the planet. Drawing from over two years of extensive travel and research, award- inning creative director Max Lenderman shares groundbreaking marketing strategies and business models that every savvy marketer and corporate visionary needs to understand.

Brisk, fascinating and a little shocking, Brand New World is both a window and a mirror into the future of global marketing.

Chinese Summary/中文概要： 得獎創意總監Max Lenderman認為，企業應當效法其他國家成功的商業模式與行銷方法，尤其是現今所認定的高度發展的四大金磚國家 --巴西、蘇俄、印度、中國。並於此書提出讓人深省的觀點，並告訴大眾如何於這些國家與發展中國家進行商業行為。
作者耗費超過一年的時間於巴西、蘇俄、印度、中國、非洲與歐洲考察研究，訪談全球廣告界頂尖執行長，將其精闢見解彙整於此書中，此書提供那些渴望新商業見解、廣告手法與行銷活動的企業領導者與全球趨勢大師所需的新視野以及借鏡。
全球化並非僅是個口號標語，本書並非僅是個簡單的人類商業學，而是告訴大眾如何迎對未來全球化行銷。(SK)

Awards/获奖情况："Brand New World isn’t just a mind-blowing book, it’s a cultural adventure." ---Jeremy Gutsche, chief trend hunter at Trendhunter.com and author of Exploiting Chaos

"Max Lenderman is one of the revolutionaries destined to overthrow dated marketing regimes that still fight for share through a 30 second ad. A must-read book for anyone wanting to be participate in the marketplace of the future."

"A kick-ass book! This is a perfectly atypical guide into a relatively unknown world of marketing and advertising. It’s the next marketing bible for my collection."

About the Author/作者介绍： 馬克斯.藍登曼Max Lenderman是GMR Marketing LLC (http://www.gmrmarketing.com/)的執行創意總監，這是間北美最大的行銷公司，客戶包括ING安泰人壽、麥當勞、微軟、摩托羅拉、百事可樂與威士卡。他是個相當受歡迎的演講者，擅長於策略品牌、體驗行銷與全球青年趨勢，其著作Experience the Message曾入圍2006年加拿大最佳商業書籍決選名單，作品也曾獲無數個工業獎項，包含2006 Pro Award與 2006 MAA Worldwide Globes Award (http://www.maaw.org/)。

Format:电子手稿

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

原文第一章内容：暂无

手稿：暂无

大纲：暂无