{"product_id":"the-pirate-inside-9780470860823","title":"The Pirate Inside","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eAdam Morgan follows bestseller 'Eating the Big Fish' with a close up of the kind of person it takes to challenge established brands.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e“… will appeal to anyone who bought Morgan’s last book, Eating the Big Fish, and is a natural follow-up…” (Publishing News, 19\u003csup\u003eth\u003c\/sup\u003e March 2004)  \u003cp\u003e“An excellent read” (Marketer, September 2004)\u003c\/p\u003e \u003cp\u003e“…divides neatly into two sections…many examples and insights…” (Brand Strategy, November 2004)\u003c\/p\u003e \u003cp\u003e“…uses the analogy of being a pirate to demonstrate how challenger brands can be shaped by the people behind them…” (Campaign, 10\u003csup\u003eth\u003c\/sup\u003e December 2004) \u003c\/p\u003e \u003cp\u003e\"...fascinating book...\" (Marketer, June 2006) \u003c\/p\u003e \u003cp\u003e\"... individuals who know a little about marketing would do well to learn how to use Morgan’s branding insights....\" (\u003ci\u003eChicago Tribune,\u003c\/i\u003e June 2006)  \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eDramatis Personae.  \u003cp\u003eThe Relationship of This Book to Eating the Big Fish, and the Challenger Project.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction: Necessary Pirates.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Behaviours that Stimulate Challenger Brand Cultures.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. Outlooking: A Different Kind of Insight Seeking.\u003c\/p\u003e \u003cp\u003e2. Pushing: A Different Kind of Approval.\u003c\/p\u003e \u003cp\u003e3. Projecting: A Different Kind of Consistency.\u003c\/p\u003e \u003cp\u003e4. Wrapping: A Different Kind of Communication.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Personal Qualities that Foster an Internal Challenger Culture.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5. Denting: A Different Kind of Respect.\u003c\/p\u003e \u003cp\u003e6. Binding: A Different Kind of Contract.\u003c\/p\u003e \u003cp\u003e7. Leaning: A Different Kind of Commitment.\u003c\/p\u003e \u003cp\u003e8. Refusing: A Different Kind of Passion.\u003c\/p\u003e \u003cp\u003e9. Taking it Personally: A Different Kind of Professionalism.\u003c\/p\u003e \u003cp\u003e10. Brand-centricity.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: How to Be a Pirate in the Navy, Without Getting Hanged.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e11. Red Pill, Blue Pill: Learning from Success.\u003c\/p\u003e \u003cp\u003e12. Why Brand-centred Subcultures Fail: Learning from Failure.\u003c\/p\u003e \u003cp\u003e13. Biting the Other Generals: The Wider Benefits Successful Subcultures Bring.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Writing the Articles.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e14. Writing the Articles in Our Own Organization.\u003c\/p\u003e \u003cp\u003e15. That Difficult First Year: Emotional Preparation.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: The Future of Piracy.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e16. Pirates, Privateers and the Emergence of the BSC.\u003c\/p\u003e \u003cp\u003ePostscript.\u003c\/p\u003e \u003cp\u003eAcknowledgements.\u003c\/p\u003e \u003cp\u003eNotes and Sources.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864640500055,"sku":"9780470860823","price":22.1,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470860823.jpg?v=1722272853","url":"https:\/\/bookcurl.com\/products\/the-pirate-inside-9780470860823","provider":"Book Curl","version":"1.0","type":"link"}