Forecasting Predictability in a Chaotic Marketplace
What makes a "hit" a hit? Management and marketing gurus alike have struggled to find the answers for years. Using outdated strategies and theories, they make foggy predictions based on past performance. Yet, the biggest "hit" always seem to come out of the blue.
In this book, leading marketing consultant Winslow Farrell offers a breakthrough approach to uncovering the hidden patterns behind "hits". Applying Complexity Theory - the science that examines the interactions of various factors in complex systems - to modern business problems, Farrell sheds light on the intricate world of consumer behaviour. In doing so, he helps managers to identify the emerging patterns and forces that lead to a "hit", and the triggers that will enable businesses to capture and sustain that "hit".
