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Marketing Without Marketing
Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these accidents really happen, and why do they ultimately succeed or fail?
Welcome to marketing without marketing: the emergence of the hijacked brand. Dont 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.
The Power of Full Engagement 2003 US$ 11.65 288 pages
Economics for the IB Diploma 2011 US$ 38.00 746 pages