000			01979nam a22002297a 4500
008			251002b |||||||| |||| 00| 0 eng d
020			_a9781916797666
040			_ctbs
041			_aeng
050			_aHF5415
100			_aCroll, Alistair _921612 _eauthor
245			_aJust evil enough _b: the subversive marketing handbook _c/ Alistair Croll, Emily Ross.
260			_aLondon : _bWhitefox Publishing, _c2025.
300			_a402 pages : _billustrations (black and white) ; _c24 cm.
520			_aLooking for an advantage in an unfair world? The rules of poker tell you how to play--but not how to win. You win by bluffing, looking for your opponent's tells, remembering cards, and intimidation. So why is it that in business we spend so much time teaching the rules, and so little finding new ways to win? For the last decade, expert in strategic communications Emily Ross and bestselling business author Alistair Croll have studied hundreds of brands, start-ups, leaders, and activists that employed an unfair advantage to conquer their competition. Here they offer an insight into their innovative go-to-market strategy in an attention economy that they call Just Evil Enough. Packed with fascinating case studies that will inspire your inner super villain, Just Evil Enough includes practical frameworks like the Recon Canvas and the Long Funnel, along with eleven fundamental tactics such as Reframing, Bait-and-Switch, and Misappropriation that show up time and again when underdogs challenge the status quo and reinvent their industries. Revealing the secrets and mindset of some of the best subversive marketers in the business, Just Evil Enough is the essential handbook for anyone who wants to cut through the noise and stride ahead in the attention economy.
650		0	_aMarketing _91020
650		0	_aConsumer behavior _9997
650		0	_aProduct management _92370
650		0	_aBranding (Marketing) _96284
700			_aRoss, Emily _925980 _eauthor
942			_2lcc
999			_c4997 _d4997