Adam Morgan: The Pirate Inside | Buch

Cover: 9780470860823 | The Pirate Inside | Adam Morgan | Buch | HC gerader Rücken kaschiert

Dekorationsartikel gehören nicht zum Leistungsumfang.

Sprache: Englisch

35,10 €*

inkl. MwSt.

Versandkostenfrei per Post / DHL

Lieferzeit 1-2 Wochen

Kategorien:

Der Artikel ist nicht in deutscher Sprache verfasst.
Die Sprache der Produktbeschreibung und Details kann in Englisch angegeben sein. Sollten Sie Verständnisprobleme haben, wenden Sie sich gerne an uns.

Beschreibung

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.

Über den Autor

Adam Morgan, PhD, is a collaborative learning designer and resource developer specializing in group work in higher education settings. With over 20 years of experience, Adam's goal is to help as many students and staff as he can in the group work space.

Inhaltsverzeichnis

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.

7. Leaning: A Different Kind of Commitment.

8. Refusing: A Different Kind of Passion.

9. Taking it Personally: A Different Kind of Professionalism.

10. Brand-centricity.

Part III: How to Be a Pirate in the Navy, Without Getting Hanged.

11. Red Pill, Blue Pill: Learning from Success.

12. Why Brand-centred Subcultures Fail: Learning from Failure.

13. Biting the Other Generals: The Wider Benefits Successful Subcultures Bring.

Part IV: Writing the Articles.

14. Writing the Articles in Our Own Organization.

15. That Difficult First Year: Emotional Preparation.

Part V: The Future of Piracy.

16. Pirates, Privateers and the Emergence of the BSC.

Postscript.

Acknowledgements.

Notes and Sources.

Index.

Details

Erscheinungsjahr:	2004
Fachbereich:	Management
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	350 S.
ISBN-13:	9780470860823
ISBN-10:	0470860820
Sprache:	Englisch
Einband:	Gebunden
Autor:	Morgan, Adam
Hersteller:	Wiley John Wiley & Sons
Maße:	235 x 157 x 23 mm
Von/Mit:	Adam Morgan
Erscheinungsdatum:	01.09.2004
Gewicht:	0,66 kg

Artikel-ID: 102481878