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" The pirate inside : "


Document Type : BL
Record Number : 996664
Doc. No : b751034
Main Entry : Morgan, Adam.
Title & Author : The pirate inside : : building a challenger brand culture within yourself and your organization /\ Adam Morgan.
Publication Statement : Chichester, England ;Hoboken, NJ :: John Wiley & Sons,, ©2004.
Page. NO : 1 online resource (xii, 336 pages) :: illustrations
ISBN : 0470860847
: : 1280271159
: : 9780470860847
: : 9781280271151
: 0470860820
Bibliographies/Indexes : Includes bibliographical references (pages 324-329) and index.
Contents : The Pirate Inside; Contents; Dramatis Personae; The Relationship of This Book to Eating the Big Fish, and the Challenger Project; Introduction: Necessary Pirates; Part I Behaviours that Stimulate Challenger Brand Cultures; 1 Outlooking: A Different Kind of Insight Seeking; 2 Pushing: A Different Kind of Approval; 3 Projecting: A Different Kind of Consistency; 4 Wrapping: A Different Kind of Communication; Part II Personal Qualities that Foster an Internal Challenger Culture; 5 Denting: A Different Kind of Respect; 6 Binding: A Different Kind of Contract.
Abstract : 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.
Subject : Brand name products-- Management.
Subject : Brand name products-- Planning.
Subject : Brand name products-- Psychological aspects.
Subject : Corporate culture.
Subject : Creative ability in business.
Subject : Brand name products-- Management.
Subject : Brand name products-- Planning.
Subject : Brand name products-- Psychological aspects.
Subject : BUSINESS ECONOMICS-- Advertising Promotion.
Subject : Corporate culture.
Subject : Creative ability in business.
Dewey Classification : ‭658.8/27‬
LC Classification : ‭HD69.B7‬‭M665 2004eb‬
copyhttps://lib.clisel.com/site/catalogue/996664
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