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February 14, 2005

Excerpts: Brand Hijack - Part I

By: 800-CEO-READ @ 2:30 PM – Filed under: Management & Workplace Culture

Blue Ocean Strategy




Brand Hijack: Marketing without Marketing
by Alex Wipperfurth
Portfolio - February 2005
288 Pages - ISBN 1591840783






Wipperfurth has the best case study I have seen on Red Bull. I don't have enough room here to excerpt the whole thing. So I will give you a taste and let you know that the case itself is enough reason to go buy the book. You'll find the analysis in Chapter 4.