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Morgan, Adam 作者

John Wiley & Sons Inc

译者

2004-9 出版日期

348 页数

289.00元价格

HRD

丛书系列

9780470860823 图书编码

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The Pirate Inside 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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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.

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