Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand turns to gold or falls to dust. In line with this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so.
- ISBN:
- 9780470860823
- 9780470860823
-
Category:
- Sales & marketing
- Format:
- Hardback
- Publication Date:
-
13-07-2004
- Language:
- English
- Publisher:
- John Wiley & Sons Inc
- Country of origin:
- United States
- Pages:
- 352
- Dimensions (mm):
- 231x164x33mm
- Weight:
- 0.71kg
This item is In Stock in our Sydney warehouse and should be sent from our warehouse within 1-2 working days.
Once sent we will send you a Shipping Notification which includes online tracking.
Please check the estimated delivery times below for your region, for after your order is despatched from our warehouse:
ACT Metro 2 working days
NSW Metro 2 working days
NSW Rural 2 - 3 working days
NSW Remote 2 - 5 working days
NT Metro 3 - 6 working days
NT Remote 4 - 10 working days
QLD Metro 2 - 4 working days
QLD Rural 2 - 5 working days
QLD Remote 2 - 7 working days
SA Metro 2 - 5 working days
SA Rural 3 - 6 working days
SA Remote 3 - 7 working days
TAS Metro 3 - 6 working days
TAS Rural 3 - 6 working days
VIC Metro 2 - 3 working days
VIC Rural 2 - 4 working days
VIC Remote 2 - 5 working days
WA Metro 3 - 6 working days
WA Rural 4 - 8 working days
WA Remote 4 - 12 working days
Express Post is available if ALL items in your Shopping Cart are listed as 'In Stock'.
Share This Book: