| Description |
vii, 280 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references (pages 259-270) and index. |
| Summary |
Don't let the subtitle fool you: far from representing the absence of marketing, this approach is the most complex sort of marketing possible, as well as the least understood. This book presents an alternative to conventional marketing wisdom, one that addresses industry crises such as media saturation, consumer evolution, and the erosion of image marketing. But be forewarned: Following the book's advice will require some untraditional--even counterintuitive--steps on the part of modern marketers. You must be willing to let the market take over. You must be confident enough to learn to be spontaneous. You must be bold enough to accept a certain degree of uncertainty in the handling of your brands.--From publisher description. |
| Contents |
Marketing without marketing. The "no marketing" myth -- The hijack. Public property : the serendipitous hijack -- The marketer's guide to the serendipitous hijack -- A "no marketing" illusion : the co-created hijack -- A dangerous attitude -- The marketer's guide to the co-created hijack -- The hijack, corporate style. Brand hijack candidates -- The marketer's guide to the corporate hijack -- The dawn of the next marketing era -- The hijacker. The consumer collective -- The inner workings of the brand tribe -- The funny business of earning consumer devotion -- The brand hijack roadmap. The kick-off hijack ideation -- Phase I : tribal marketing -- Phase II : co-creation -- Phase III : mass marketing -- The threat : "a few words from our sponsor" -- The opportunity : the ultimate pay-off. |
| Subject |
Branding (Marketing)
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Consumer behavior.
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Brand choice.
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Brand loyalty.
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Brand choice. (OCoLC)fst00837875
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Brand loyalty. (OCoLC)fst00837881
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Branding (Marketing) (OCoLC)fst01743755
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Consumer behavior. (OCoLC)fst00876238
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Marketing.
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Merkartikelen.
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Merknamen.
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| Other Form: |
Online version: Wipperfürth, Alex. Brand hijack. New York : Portfolio, 2005 (OCoLC)607533231 |
| ISBN |
1591840783 (acid-free paper) |
|
9781591840787 (acid-free paper) |
|
