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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
Adam Morgan
€ 34.99
€ 25.52
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Description for The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
Hardcover. Adam Morgan follows bestseller 'Eating the Big Fish' with a close up of the kind of person it takes to challenge established brands. Num Pages: 348 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 234 x 159 x 24. Weight in Grams: 704.
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.
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 ... Read more
Show LessProduct Details
Publisher
John Wiley & Sons Inc United Kingdom
Number of pages
348
Format
Hardback
Publication date
2004
Condition
New
Number of Pages
352
Place of Publication
New York, United States
ISBN
9780470860823
SKU
V9780470860823
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-2
About Adam Morgan
Adam Morgan??is a leading world expert on Challenger brands: his first book,??Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, has become a definitive text on the area, and been translated into eight languages. Adam is one of five partners in the international brand consultancy eatbigfish, which specializes in applying the thinking of??Eating the Big ... Read more
Reviews for The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
“… 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 ... Read more