LEADER 00000cam a22006734a 4500 
001    ocm56329541  
003    OCoLC 
005    20200604032620.0 
008    040810s2005    nyua     b    001 0 eng   
010      2004057391 
015    GBA501327|2bnb 
016 7  013074750|2Uk 
019    61527630|a494643848 
020    1591840783|q(acid-free paper) 
020    9781591840787|q(acid-free paper) 
035    (OCoLC)56329541|z(OCoLC)61527630|z(OCoLC)494643848 
040    DLC|beng|cDLC|dUKM|dBUR|dIXA|dBAKER|dNLGGC|dCOO|dBTCTA
       |dYDXCP|dIG#|dZWZ|dP4I|dTUU|dBDX|dOCLCF|dOCLCO|dOCLCQ 
042    pcc 
049    STJJ 
050 00 HD69.B7|bW553 2005 
082 00 658.8/27|222 
084    85.40|2bcl 
100 1  Wipperfürth, Alex. 
245 10 Brand hijack :|bmarketing without marketing /|cAlex 
       Wipperfürth. 
260    New York :|bPortfolio,|c2005. 
300    vii, 280 pages :|billustrations ;|c24 cm 
336    text|btxt|2rdacontent 
337    unmediated|bn|2rdamedia 
338    volume|bnc|2rdacarrier 
504    Includes bibliographical references (pages 259-270) and 
       index. 
505 0  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. 
520    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. 
650  0 Branding (Marketing) 
650  0 Consumer behavior. 
650  0 Brand choice. 
650  0 Brand loyalty. 
650  7 Brand choice.|2fast|0(OCoLC)fst00837875 
650  7 Brand loyalty.|2fast|0(OCoLC)fst00837881 
650  7 Branding (Marketing)|2fast|0(OCoLC)fst01743755 
650  7 Consumer behavior.|2fast|0(OCoLC)fst00876238 
650 17 Marketing.|2gtt 
650 17 Merkartikelen.|2gtt 
650 17 Merknamen.|2gtt 
776 08 |iOnline version:|aWipperfürth, Alex.|tBrand hijack.|dNew 
       York : Portfolio, 2005|w(OCoLC)607533231 
856 42 |3Contributor biographical information|uhttp://
       catdir.loc.gov/catdir/enhancements/fy0720/2004057391-
       b.html 
856 42 |3Publisher description|uhttp://catdir.loc.gov/catdir/
       enhancements/fy0720/2004057391-d.html 
994    C0|bSTJ