Brand Hijack
Alex Wipperfurth · 2005
Where to buy
Check today’s price on Amazon. We do not show prices because they change daily.
View on AmazonAffiliate link. As an Amazon Associate we earn from qualifying purchases.
About the book
"Mr Wipperfurth makes an intriguing case for abandoning traditional techniques." —Stefan Stern, Financial TimesOut 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. 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 details
- Year
- 2005
- Language
- English
- Publisher
- Portfolio Hardcover
- Editions
- 4
- Pages
- 288
- ISBN
- 9781591840787
Data source: Wikidata