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Brand hijack : marketing without marketing / Alex Wipperfürth.

By: Material type: TextTextPublisher: New York : Portfolio, 2005Description: vii, 280 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1591840783
  • 9781591840787
Other title:
  • Marketing without marketing
Subject(s): DDC classification:
  • 658.827 22
LOC classification:
  • HD69.B7 W553 2005
Contents:
Ch. 1. The "no marketing" myth -- Ch. 2. Public property : the serendipitous hijack -- Ch. 3. The marketer's guide to the serendipitous hijack -- Ch. 4. A "no marketing" illusion : the co-created hijack -- Ch. 5. A dangerous attitude -- Ch. 6. The marketer's guide to the co-created hijack -- Ch. 7. Brand hijack candidates -- Ch. 8. The marketer's guide to the corporate hijack -- Ch. 9. The dawn of the next marketing era -- Ch. 10. The consumer collective -- Ch. 11. The inner workings of the brand tribe -- Ch. 12. The funny business of earning consumer devotion -- Ch. 13. The kick-off : hijack ideation -- Ch. 14. Phase I : tribal marketing -- Ch. 15. Phase II : co-creation -- Ch. 16. Phase III : mass marketing -- Ch. 17. The threat : "a few words from our sponsor" -- Ch. 18. The opportunity : the ultimate pay-off.
Review: "Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all-too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood." "Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing."--BOOK JACKET.
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Includes bibliographical references (pages 259-270) and index.

Ch. 1. The "no marketing" myth -- Ch. 2. Public property : the serendipitous hijack -- Ch. 3. The marketer's guide to the serendipitous hijack -- Ch. 4. A "no marketing" illusion : the co-created hijack -- Ch. 5. A dangerous attitude -- Ch. 6. The marketer's guide to the co-created hijack -- Ch. 7. Brand hijack candidates -- Ch. 8. The marketer's guide to the corporate hijack -- Ch. 9. The dawn of the next marketing era -- Ch. 10. The consumer collective -- Ch. 11. The inner workings of the brand tribe -- Ch. 12. The funny business of earning consumer devotion -- Ch. 13. The kick-off : hijack ideation -- Ch. 14. Phase I : tribal marketing -- Ch. 15. Phase II : co-creation -- Ch. 16. Phase III : mass marketing -- Ch. 17. The threat : "a few words from our sponsor" -- Ch. 18. The opportunity : the ultimate pay-off.

"Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all-too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood." "Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing."--BOOK JACKET.

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