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Brand Hijack : Marketing Without Marketing by Alex Wipperfurth (2006, Perfect)

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BRAND HIJACK: MARKETING WITHOUT MARKETING By Alex Wipperfurth **Mint Condition**.

About this product

Product Identifiers

PublisherPenguin Publishing Group

ISBN-101591841402

ISBN-139781591841401

eBay Product ID (ePID)53556601

Product Key Features

Book TitleBrand Hijack : Marketing Without Marketing

Number of Pages288 Pages

LanguageEnglish

Publication Year2006

TopicMarketing / General, Consumer Guides, Consumer Behavior, General

IllustratorYes

GenreReference, Business & Economics

AuthorAlex Wipperfurth

FormatPerfect

Dimensions

Item Height0.8 in

Item Weight9.5 Oz

Item Length8.5 in

Item Width5.5 in

Additional Product Features

Intended AudienceTrade

Dewey Edition22

Grade FromTwelfth Grade

Dewey Decimal658.8/27

SynopsisOffers practical, how-to advice on marketing that finally engages the marketplace and presents an alternative to conventional marketing wisdom., brand hijack (br'and h? -j'ak): "consumer takeover" (synonym).The consumers act of commandeering a brand from the marketing professionals and driving its evolution. 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. BACKCOVER: Alex Wipperfrth comes from the same zone that trend-starters and iconoclasts come from: the (slightly lunatic) fringe.The ideas in "Brand Hijack" are stern stuff and not for the fainthearted. But they work, which is more than you can say for perhaps 90 percent of marketing communications. John Grant Mr Wipperfurth makes an intriguing case for abandoning traditional techniques. Stefan Stern, "Financial Times" This is not your ordinary marketing manual. With casual humor and a laid-back tone, Wipperfrth . . . offers a glimpse into Americas consumer- and ad-driven culture. "Publishers Weekly" "Brand Hijack" is a smartargument for letting customers define a brand. "Fast Company", Based on a radical concept--letting go--this book about "marketing without marketing" is written by an author "Adweek" calls "a marketing subversive.", 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 industry crises such as media saturation, consumer evolution and the erosion of image marketing. However, following the book's advice will require some untraditional - even counterintuitive - steps. This type of marketing is not for everyone, you must be confident enough to stop clamouring for control and learn to be spontaneous. Brand hijacking relies on a radical concept - letting go.

LC Classification NumberHD69.B7W553 2006