The pirate inside : building a challenger brand culture within yourself and your organization
by
 
Morgan, Adam, 1969-

Title
: 
The pirate inside : building a challenger brand culture within yourself and your organization

Author
: 
Morgan, Adam, 1969-

ISBN
: 
9780470860823

Personal Author
: 
Morgan, Adam, 1969-

Publication Information
: 
Chichester, West Sussex ; Hoboken, N.J. : John Wiley & Sons, ©2004.

Physical Description
: 
xii, 336 pages : illustrations ; 24 cm

Contents
: 
The relationship of this book to eating the big fish, and the challenger project -- Introduction : necessary pirates -- Behaviours that stimulate challenger brand cultures -- Outlooking : a different kind of insight seeking -- Pushing : a different kind of approval -- Projecting : a different kind of consistency -- Wrapping : a different kind of communication -- Personal qualities that foster an internal challenger culture -- Denting : a different kind of respect -- Binding : a different kind of contract -- Leaning : a different kind of commitment -- Refusing : a different kind of passion -- Taking it personally : a different kind of professionalism -- Brand-centricity.

Subject Term
: 
Brand name products -- Management.
 
Brand name products -- Psychological aspects.
 
Brand name products -- Planning.
 
Creative ability in business.
 
Corporate culture.

Electronic Access
: 
Table of contents http://catdir.loc.gov/catdir/toc/ecip0416/2004006448.html
 
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=017607852&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
 
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0616/2004006448-b.html
 
Publisher description http://catdir.loc.gov/catdir/description/wiley041/2004006448.html


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168015716869658.8/27 M847P 20041
VEGA BordeauxGeneral Books000006177658.8 MOR1