MARC Record from marc_overdrive

LEADER: 02326nam 2200277Ka 4500
008 000000s2009 nyu s 000 0 eng d
040 $aTEFOD$cTEFOD
006 m d
007 cr cn---------
020 $a9781436295444 (electronic bk. : Adobe Digital Editions)
020 $a9781440627262 (electronic bk. : Adobe Digital Editions)
020 $c(electronic bk. : Mobipocket Reader)
037 $bOverDrive, Inc.$nhttp://www.overdrive.com
100 1 $aWipperfurth, Alex $q(Alex Wipperfurth).
245 10 $aBrand Hijack$h[electronic resource].
260 $aNew York :$bPenguin USA, Inc.,$c2009.
500 $aTitle from eBook information screen.
520 $a"Mr Wipperfurth makes an intriguing case for abandoning traditional techniques." ́Stefan Stern, Financial TimesOut 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.
533 $aElectronic reproduction.$bNew York :$cPenguin USA, Inc.,$d2009.$nRequires Adobe Digital Editions (file size: 1217 KB) or Adobe Digital Editions (file size: 754 KB) or Mobipocket Reader (file size: null KB).
538 $aRequires Adobe Digital Editions (file size: 1217 KB) or Adobe Digital Editions (file size: 754 KB) or Mobipocket Reader (file size: null KB).
653 #0 $aBusiness
653 #0 $aNonfiction
655 7 $aElectronic books.$2local
776 1 $cOriginal$z9781591841401
856 4 $uhttp://search.overdrive.com/SearchResults.aspx?ReserveID={5AC03B71-D73C-4388-84F5-C7A05C1E8092}$zClick for library availability
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