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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization - Tapa dura
Páginas:350Géneros:12:KJS:Sales&marketing12:KJC:BusinessstrategySinopsis:
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Críticas:
"... will appeal to anyone who bought Morgan's last book, Eating the Big Fish, and is a natural follow-up..." (Publishing News, 19th March 2004) "An excellent read" (Marketer, September 2004) "...divides neatly into two sections...many examples and insights..." (Brand Strategy, November 2004) "...uses the analogy of being a pirate to demonstrate how challenger brands can be shaped by the people behind them..." (Campaign, 10th December 2004) "...fascinating book..." (Marketer, June 2006) "... individuals who know a little about marketing would do well to learn how to use Morgan's branding insights..." (Chicago Tribune, June 2006)
Reseña del editor:
Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand turns to gold or falls to dust. In line with this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so.
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- EditorialNew Publisher
- Año de publicación2021
- ISBN 10 0470860820
- ISBN 13 9780470860823
- EncuadernaciónTapa dura
- Número de páginas348
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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
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(2004)
ISBN 10: 0470860820
ISBN 13: 9780470860823
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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
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(2004)
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ISBN 13: 9780470860823
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Pirate Inside : Building a Challenger Brand Culture Within Yourself and Your Organization
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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
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ISBN 13: 9780470860823
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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
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(2004)
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ISBN 13: 9780470860823
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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization (Hardback or Cased Book)
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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
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Wiley
(2004)
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ISBN 13: 9780470860823
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The Pirate Inside (Hardcover)
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John Wiley & Sons Inc, New York
(2004)
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Descripción Hardcover. Condición: new. Hardcover. Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand turns to gold or falls to dust. In line with this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so. Adam Morgan follows bestseller 'Eating the Big Fish' with a close up of the kind of person it takes to challenge established brands. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Nº de ref. del artículo: 9780470860823
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The Pirate Inside
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(2004)
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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
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(2004)
ISBN 10: 0470860820
ISBN 13: 9780470860823
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