Brand Hijack: Marketing Without Marketing
Price: $27.00 $30.00
Author
Edition
1st ed.
Publisher
ISBN
0670058564
Length
288p.
Subjects
Brand hi–jack (brand hi?jak?): consumer takeover (synonym). The consumer’s act of commandeering a brand from the marketing professionals and driving its evolution. Out of nowhere, a brand like Red Bull or The Blair Witch Project 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 ...
