[ No Hassle 30 Day Returns ][ Ships Daily ] [ Underlining/Highlighting: NONE ] [ Writing: NONE ] [ Edition: Reprint ] Publisher: Portfolio Trade Pub Date: 10/3/2006 Binding: Paperback Pages: 288 Reprint edition. Bookseller Inventory #
Synopsis: brand hi·jack (br?and h? ¯-j?ak’): 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, The Blair Witch Project, or even the Howard Dean campaign 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 all- too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.
Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing.
From the Back Cover:
"Alex Wipperfürth comes from the same zone that trend-starters and iconoclasts come from: the (slightly lunatic) fringe.The ideas in Brand Hijack are stern stuff and not for the fainthearted. But they work, which is more than you can say for perhaps 90 percent of marketing communications."
"Mr Wipperfu¨rth makes an intriguing case for abandoning traditional techniques."
—Stefan Stern, Financial Times
"This is not your ordinary marketing manual. With casual humor and a laid-back tone, Wipperfürth . . . offers a glimpse into America’s consumer- and ad-driven culture."
"Brand Hijack is a smart...argument for letting customers define a brand."
Title: Brand Hijack: Marketing Without Marketing
Book Condition: Good
Book Description Portfolio Trade, 2005. Book Condition: Good. New Ed. Former Library book. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP92910329
Book Description Portfolio Trade, 2005. Book Condition: Good. New Ed. Ships from Reno, NV. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP96228652
Book Description Portfolio Trade. Paperback. Book Condition: GOOD. Gently used may contain ex-library markings, possibly has some minor highlighting, textual notations, and or underlining. Text is still easily readable. Bookseller Inventory # 2777839573
Book Description Penguin Publishing Group. Paperback. Book Condition: Very Good. Very good condition - book only shows a small amount of wear. Bookseller Inventory # G1591841402I4N00
Book Description Penguin Publishing Group. Paperback. Book Condition: Fair. Bookseller Inventory # G1591841402I5N00
Book Description Penguin Publishing Group. Paperback. Book Condition: Good. Book has some visible wear on the binding, cover, pages. Bookseller Inventory # G1591841402I3N00
Book Description Portfolio Trade. Book Condition: As New. Bookseller Inventory # J05B-pxa1468
Book Description Portfolio Trade, 2006. Book Condition: GOOD. book was well loved but cared for. Possible ex-library copy with all the usual markings and stickers. Some light textual notes, highlighting and underling. Bookseller Inventory # 2782927468
Book Description Portfolio Trade, 2006. Paperback. Book Condition: Used: Good. Bookseller Inventory # SONG1591841402
Book Description Book Condition: Good. Book Condition: Good. Bookseller Inventory # 97815918414014.0