Author: BusinessNews Publishing,
Publisher: Primento
ISBN: 2806239885
Category : Business & Economics
Languages : en
Pages : 29
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Book Description
The must-read summary of Alex Wipperfurth's book: "Brand Hijack: Marketing Without Marketing" This complete summary of the ideas from Alex Wipperfurth's book "Brand Hijack" shows that companies like Starbucks, eBay, Palm and Red Bull have built multi-billion-dollar valuations without using any conventional advertising campaigns. The success of these companies demonstrate the smart approach to building a business and a brand in the twenty-first century is to do what can be termed “marketing without marketing”. More specifically, these brands create the illusion that success is happening serendipitously as driven by the users rather than as dictated by the corporation. This is the essence of marketing without marketing. The key to building a brand nowadays is to let the market hijack your brand. The more marketplace involvement you have, the better – even if that takes your brand off in unanticipated directions. What you’ll ultimately end up with is a brand experience which is richer, better, more genuine and therefore more sustainable than anything you would have consciously developed yourself. Added-value of this summary: • Save time • Understand key concepts • Increase your business knowledge To learn more, read "Brand Hijack" and discover a different approach to successful marketing in the twenty-first century.
Author: Alex Wipperfürth
Publisher:
ISBN: 9781591841401
Category : Brand choice
Languages : en
Pages : 0
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Book Description
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 industry crises such as media saturation, consumer evolution and the erosion of image marketing. However, following the book's advice will require some untraditional - even counterintuitive - steps. This type of marketing is not for everyone, you must be confident enough to stop clamouring for control and learn to be spontaneous. Brand hijacking relies on a radical concept - letting go.
Author: Dave Hirschman
Publisher: HarperCollins
ISBN: 0062850385
Category : True Crime
Languages : en
Pages : 336
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Book Description
The unbelievable true story of three pilots flying a routine Federal Express flight who must call on their inner courage, strength, and ability to stop a bitter, suicidal hijacker from killing them, and thousands of people below. David Sanders, Jim Tucker, and Andy Peterson had taken off on a regular “out-and-back,” delivering and picking up packages for FedEx’s next-day service. They had one jumpseat passenger, an off-duty colleague who they assumed was simply taking advantage of the FedEx perk allowing virtually all employees to ride the company jets for free. The shock came twenty minutes later. Before the plane had reached its normal cruising altitude, the lone passenger attacked the pilots with hammers and a spear gun. He’d had his diabolical plan in the works for months: by crashing the plane into the Federal Express Memphis hub, he’d ruin the company, which he felt had treated him unfairly. With superhuman strength fueled by sheer fury, the attacker struck the pilots again and again. What he didn’t count on was the skill and intelligence of the pilots. While Sanders and Peterson tried to stop the relentless battering, copilot Tucker swung the aircraft into dangerous flight maneuvers in an attempt to literally knock the man off his feet. In Hijacked, Dave Hirschman vividly re-creates this hair-raising battle of wills, giving each pilot’s point of view and drawing on his own experiences as a pilot to take us inside that fateful day.
Author: Anthony Bryant
Publisher:
ISBN: 9780917639005
Category : Transportation
Languages : en
Pages : 468
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Book Description
This is the story of a hijacking. History records it began just after midnight March 6th, 1969 when I forced National Airlines Flight 97 to Cuba. But the true hijacking really began many years before when I was a child working with my dad cleaning up bars in San Bernardino, California. It began the first time my father blocked a door and tried to wash off the word "nigger" without me seeing it. It began with the sexual assault on a young boy in San Francisco. And it continued with a needle in my arm and a gun in my hand. I lost my dreams, my hopes and my future on a journey that took me from the back alleys of West Coast America to the cellblocks of San Quentin, Folsom, Soledad and slave camps in Cuba. In the end I realized it was I who had been hijacked, deceived by those I most admired: Karl Marx, Angela Davis, Jesse Jackson, Fidel Castro, Gus Hall, Jane Fonda, Che Guevara and a whole planeload of others. - Prologue.
Author: Ryan Daniel Moran
Publisher: BenBella Books
ISBN: 1950665143
Category : Business & Economics
Languages : en
Pages : 206
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Book Description
This is the road map to a seven-figure business . . . in one year or less The word "entrepreneur" is today's favorite buzzword, and any aspiring business owner has likely encountered an overwhelming number of so-called "easy paths to success." The truth is that building a real, profitable, sustainable business requires thousands of hours of commitment, grit, and hard work. It's no wonder why more than half of new businesses close within six years of opening, and fewer than 5 percent will ever earn more than $1 million annually. 12 Months to $1 Million condenses the startup phase into one fast-paced year that has helped hundreds of new entrepreneurs hit the million-dollar level by using an exclusive and foolproof formula. By cutting out the noise and providing a clear and proven plan, this roadmap helps even brand-new entrepreneurs make decisions quickly, get their product up for sale, and launch it to a crowd that is ready and waiting to buy. This one-year plan will guide you through the three stages to your first $1 million: • The Grind (Months 0-4): This step-by-step plan will help you identify a winning product idea, target customers that are guaranteed to buy, secure funding, and take your first sale within your first four months. • The Growth (Months 5 - 8): Once you're in business, you will discover how to use cheap and effective advertising strategies to get your product to at least 25 sales per day, so you can prove you have a profitable business. • The Gold (Months 9-12): It's time to establish series of products available for sale, until you are averaging at least 100 sales per day, getting you closer to the million-dollar mark every single day. Through his training sessions at Capitalism.com, Ryan Daniel Moran has helped new and experienced entrepreneurs launch scalable and sustainable online businesses. He's seen more than 100 entrepreneurs cross the seven-figure barrier, many of whom go on to sell their businesses. If your goal is to be a full-time entrepreneur, get ready for one chaotic, stressful, and rewarding year. If you have the guts to complete it, you will be the proud owner of a million-dollar business and be in a position to call your own shots for life.
Author: Austin McGhie
Publisher: Advantage Media Group
ISBN: 1599323273
Category : Business & Economics
Languages : en
Pages : 285
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Book Description
In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
Author: David Raab
Publisher: St. Martin's Press
ISBN: 0230606849
Category : History
Languages : en
Pages : 292
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Book Description
On Sunday, September 6, 1970, the Popular Front for the Liberation of Palestine (PFLP) hijacked four airliners bound from Europe for New York. One, a brand new Pan Am 747, was taken to Cairo and blown up only seconds after its passengers escaped. The attempt to hijack a second plane, an El Al flight, was foiled and the plane landed safely in the UK. Two other planes, one TWA and one Swissair, were directed to the desert floor thirty-five miles northeast of Amman, Jordan, where a twenty-five day hostage drama began. With the additional hijacking of a British airliner, over four hundred and fifty hostages had landed in the Jordanian desert. David Raab was on the TWA flight with his mother and siblings but was separated from them and taken to a refugee camp and then to an apartment in Amman where he was held hostage through a civil war. This is his story.
Author: Moises Naim
Publisher: Anchor
ISBN: 0307278565
Category : Political Science
Languages : en
Pages : 351
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Book Description
A groundbreaking investigation of how illicit commerce is changing the world by transforming economies, reshaping politics, and capturing governments.In this fascinating and comprehensive examination of the underside of globalization, Moises Naím illuminates the struggle between traffickers and the hamstrung bureaucracies trying to control them. From illegal migrants to drugs to weapons to laundered money to counterfeit goods, the black market produces enormous profits that are reinvested to create new businesses, enable terrorists, and even to take over governments. Naím reveals the inner workings of these amazingly efficient international organizations and shows why it is so hard — and so necessary to contain them. Riveting and deeply informed, Illicit will change how you see the world around you.
Author: Kurt Carlson
Publisher:
ISBN:
Category : Biography & Autobiography
Languages : en
Pages : 216
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Book Description
Author: Ramon Lobato
Publisher: John Wiley & Sons
ISBN: 0745694853
Category : Social Science
Languages : en
Pages : 224
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Book Description
How are “grey market” imports changing media industries? What is the role of piracy in developing new markets for movies and TV shows? How do jailbroken iPhones drive innovation? The Informal Media Economy provides a vivid, original, and genuinely transnational account of contemporary media, by showing how the interactions between formal and informal media systems are a feature of all nations – rich and poor, large and small. Shifting the focus away from the formal businesses and public enterprises that have long occupied media researchers, this book charts a parallel world of cultural intermediaries driving global media production and circulation. It shows how unlicensed, untaxed, or unregulated networks, which operate across the boundaries of established media markets, have been a driving force of media industry transformation. The book opens up new insights on a range of topical issues in media studies, from the creative disruptions of digitisation to amateur production, piracy and cybercrime.
