Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these "accidents" really happen, and why do they ultimately succeed or fail?
Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all-too-clever subtitle fool you. Far from represent
ebook, 0 pages
Published October 3rd 2006 by Penguin Group (USA) Incorporated
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