THE PIRATE INSIDE by Adam Morgan ( 9780470860823 ) - Books & Audio Books at Pickabook.co.uk

Item Details

Title:

THE PIRATE INSIDE
BUILDING A CHALLENGER BRAND CULTURE WITHIN YOURSELF AND YOUR ORGANIZATION

By:

Adam Morgan

Format:

Hardback

List price:

£26.00

Our price:

£18.98

Discount:

27% off

You save:

£7.02

ISBN 10:

0470860820

ISBN 13:

9780470860823

Availability:

Usually dispatched within 1-2 days.

Delivery rates

Stock:

Currently 3 available

Publisher:

JOHN WILEY AND SONS LTD

Pub. date:

13 July, 2004

Pages:

348

Description:

Adam Morgan follows bestseller 'Eating the Big Fish' with a close up of the kind of person it takes to challenge established brands.

Synopsis:

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.

Illustrations:

Illustrations

Publication:

Imprint:

John Wiley & Sons Ltd

Returns:

Returnable

Some other items by this author:

A BEAUTIFUL CONSTRAINT

A BEAUTIFUL CONSTRAINT (HB)

BEST HIKES NEAR CHICAGO

BEST HIKES NEAR CHICAGO (PB)