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Responding to change -- The decision context -- A brief philosophy of adaptive ecosystem management -- Contesting sustainability : who will own the word? -- Introducing and grounding a procedural approach -- Heuristic proceduralism : a general method -- Tools of the adaptive trade --...

In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the world's greatest Western thinkers to reveal what they might say about branding if they were alive today. Philosophers covered include Heraclitus, Socrates, Plato, Aristotle,...