Book Review: The Big Idea

The Big Idea by Robert Jones (Glasgow: HarperCollinsBusiness, 2000. 218 pp) Robert Jones was born in Gloucester in 1957 and studied Philosophy and English at Cambridge University. He is a director with Wolff Olins, one of the world’s most respected brand consulting firms, and has worked as a consultant in corporate communication for 16 years, with companies such as Andersen Consulting, Cameron McKenna, and the National Trust. He also lectures at Oxford Business School on the marketing of professional service firms. The Shifting Foundations of Business Especially in the latter parts of the 20th Century, the relationship between business and customer circled around an economic exchange. Certainly, factors of quality contributed to purchasing patterns, but above all else, the consumer… Read More →