| Description |
pages cm |
| Note |
Originally published: 2005. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
pt. 1. Marketing without marketing -- ch. 1. The "no marketing" myth -- pt. 2. The hijack -- ch. 2. Public property : the serendipitous hijack -- ch. 3. The marketer's guide to the serendipitous hijack -- ch. 4. A "no marketing" illusion : the co-created hijack -- ch. 5. A dangerous attitude -- ch. 6. The marketer's guide to the co-created hijack -- pt. 3. The hijack, corporate style -- ch. 7. Brand hijack candidates -- ch. 8. The marketer's guide to the corporate hijack -- ch. 9. The dawn of the next marketing era -- pt. 4. The hijack -- ch. 10. The consumer collective -- ch. 11. The inner workings of the brand tribe -- ch. 12. The funny business of earning consumer devotion -- |
|
pt. 5. The brand hijack roadmap - ch. 13. The kick-off : hijack ideation -- ch. 14. Phase 1 : tribal marketing -- ch. 15. Phase 2 : co-creation -- ch. 16. Phase 3 : mass marketing -- pt. 6. The hijacker's threats and opportunities -- ch. 17. The threat : "A few words from out sponsor" -- ch. 18. The opportunity : the ultimate pay-off. |
| Subject |
Branding (Marketing)
|
|
Consumer behavior.
|
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Brand choice.
|
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Brand loyalty.
|
| ISBN |
1591841402 paperback |
|
9781591841401 paperback |
|
