Reseña
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. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.