"Iconoculture knows what`s hot," says Harvey Mackay. So it`s not surprising that organizations ranging from Saatchi & Saatchi to Coca-Cola to The Rockport Company have turned to this three-person consulting firm, for their combined half-century of marketing experience as well as their up-to-the-minute knowledge of today`s trends. This guide, as lively as it is informative, introduces readers to such phenomena as "beehives," "technomorphing," and "soul searching"--and shows businesspeople, entrepreneurs, and ordinary folk how to surf the culture waves...and respond to change with smart, profitable strategies.
