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The origin of brands : discover the natural laws of product innovation and busin
Ries, Al.
Adult Nonfiction HD69.B7 R538 2004

Comments  Summary  Contents  Excerpt  Reviews  Author Notes

ContentsPage
Introductionp. ix
Chapter 1 - The Great Tree of Lifep. 1
Chapter 2 - Predicting the Futurep. 9
Chapter 3 - Divide and Conquerp. 17
Chapter 4 - Gradual Change vs. Divergencep. 27
Chapter 5 - The Curse of the Clock Radiop. 39
Chapter 6 - Swiss Army Knife Thinkingp. 53
Chapter 7 - Bad Ideas Never Diep. 77
Chapter 8 - The Great Tree of High-Tech Brandsp. 89
Chapter 9 - The Great Tree of Low-Tech Brandsp. 117
Chapter 10 - The Mystery of the Missing Linksp. 151
Chapter 11 - Survival of the Firstestp. 161
Chapter 12 - Survival of the Secondestp. 185
Chapter 13 - The Power of Pruningp. 205
Chapter 14 - Creating a Categoryp. 227
Chapter 15 - Establishing an Enemyp. 257
Chapter 16 - Launching the Brandp. 267
Chapter 17 - Wrapping Things Upp. 285
Indexp. 297


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