TY  - BOOK
AU  - Mathews,Ryan
AU  - Wacker,Watts
TI  - The deviant's advantage: how fringe ideas create mass markets 
SN  - 0609609580
AV  - HF5415 .M33645 2002
U1  - 658 22
PY  - 2002///
CY  - New York
PB  - Crown Business
KW  - New products
KW  - Marketing
KW  - Business forecasting
KW  - Originality
KW  - Economic aspects
KW  - Technological innovations
N1  - Includes bibliographical references (p. 279-294) and index; Greetings, fellow deviants -- From freak to chic -- From chic to bleak -- The abolition of context and the post-information age -- Schwinns to cyberspace -- Words without meeting -- Art : a trap with no exit -- Science and the death of objective reality -- Seeing and believing, war and more -- The deviant economy -- Corporate cultures -- The understanding and care of the deviant consumer -- Deviant marketing for deviant markets -- The deviant product -- The deviant brand -- The deviant's toolbox -- Making deviance work for you
ER  -