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The Pirate Inside : Building a Challenger Brand Culture Within Yourself and...
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eBay-Artikelnr.:233871071259
Artikelmerkmale
- Artikelzustand
- Gut
- Hinweise des Verkäufers
- “This copy is in good condition and it may show signs of light use.”
- Country of Origin
- United Kingdom
- Modified Item
- No
- Regional Cuisine
- N/A
- Series
- N/A
- Book Title
- The Pirate Inside
- Subjects
- Business, Economics & Industry
- Age Level
- Adults
- Cookery Topic
- N/A
- Features
- Dust Jacket
- ISBN
- 9780470860823
Über dieses Produkt
Product Information
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 this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so.
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470860820
ISBN-13
9780470860823
eBay Product ID (ePID)
30535732
Product Key Features
Number of Pages
350 Pages
Publication Name
Pirate inside : Building a Challenger Brand Culture Within Yourself and Your Organization
Language
English
Subject
Consumer Guides, Organizational Behavior, Personal Success, Sales & Selling / General
Publication Year
2004
Type
Not Available
Subject Area
Business & Economics, Référence
Format
Hardcover
Dimensions
Item Height
0.7 in
Item Weight
16.8 Oz
Item Length
9 in
Item Width
6 in
Additional Product Features
LCCN
2004-006448
Reviews
"... 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 be shaped by the people behind them..." (Campaign, 10th December 2004) "...fascinating book..." (Marketer, June 2006) "... individuals who know a little about marketing would do well to learn how to use Morgan's branding insights...." ( Chicago Tribune, June 2006), "... will appeal to anyone who bought Morgan's last book, Eating the Big Fish, and is a natural follow-up..." (Publishing News, 19 th 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 be shaped by the people behind them..." (Campaign, 10 th December 2004) "...fascinating book..." (Marketer, June 2006) "... individuals who know a little about marketing would do well to learn how to use Morgan's branding insights...." ( Chicago Tribune, June 2006)
Dewey Edition
22
Illustrated
Yes
Dewey Decimal
658.8/27
Intended Audience
Trade
Lc Classification Number
Hd69.B7m665 2004
Table of Content
Dramatis Personae. The Relationship of This Book to Eating the Big Fish, and the Challenger Project. Introduction: Necessary Pirates. Part I: Behaviours that Stimulate Challenger Brand Cultures. 1. Outlooking: A Different Kind of Insight Seeking. 2. Pushing: A Different Kind of Approval. 3. Projecting: A Different Kind of Consistency. 4. Wrapping: A Different Kind of Communication. Part II: Personal Qualities that Foster an Internal Challenger Culture. 5. Denting: A Different Kind of Respect. 6. Binding: A Different Kind of Contract. 7. Leaning: A Different Kind of Commitment. 8. Refusing: A Different Kind of Passion. 9. Taking it Personally: A Different Kind of Professionalism. 10. Brand-centricity. Part III: How to Be a Pirate in the Navy, Without Getting Hanged. 11. Red Pill, Blue Pill: Learning from Success. 12. Why Brand-centred Subcultures Fail: Learning from Failure. 13. Biting the Other Generals: The Wider Benefits Successful Subcultures Bring. Part IV: Writing the Articles. 14. Writing the Articles in Our Own Organization. 15. That Difficult First Year: Emotional Preparation. Part V: The Future of Piracy. 16. Pirates, Privateers and the Emergence of the BSC. Postscript. Acknowledgements. Notes and Sources. Index.
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Tiki Shop of Treasures
100% positive Bewertungen•6.0 Tsd. Artikel verkauft
Angemeldet als privater VerkäuferDaher finden verbraucherschützende Vorschriften, die sich aus dem EU-Verbraucherrecht ergeben, keine Anwendung. Der eBay-Käuferschutz gilt dennoch für die meisten Käufe.
Verkäuferbewertungen (2'535)
- 3***u (111)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufQuick delivery within one week. Book was packaged securely, and it arrived in good (to very good) condition as described. A handwritten Thank You note was even included as a special touch. Solid transaction overall. A+ merchant. Buy with confidence.
- l***a (256)- Bewertung vom Käufer.Letzter MonatBestätigter KaufGreat seller exactly as described fast shipping and great price
- 4***e (49)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufFast shipping, great price, and packaged with care. Hat is in great shape and exactly as described. Thrilled that I finally found another of these to replace the original one that I had and it is perfect! Thank you!