株式会社極東書店トップ ＞ 商品一覧 ＞ The Pirate Inside : Building a Challenger Brand Culture within Yourself and Your Organisation.
商品詳細
The Pirate Inside : Building a Challenger Brand Culture within Yourself and Your Organisation.
・ISBN 978-0-470-86082-3 cloth US$ 45.00
￥10,543.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
お気に入り
★★★
| 著者・編者 | Morgan, Adam, |
|---|---|
| 出版社 | (Wiley, US) |
| 出版年月 | 2004 |
| ページ数 | 368 pp. |
| 言語 | ENG |
| ニュース番号 | ＜513-526＞ |
解説
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.