Gorilla Marketing: Birth of a Low-Cost Airline ePub (Adobe DRM) download by Tony Anderson

Gorilla Marketing: Birth of a Low-Cost Airline

Grosvenor House Publishing
Publication date: November 2011
ISBN: 9781908596987
Digital Book format: ePub (Adobe DRM)

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Gorilla Marketing is the insider story of how a maverick, orange start-up airline founded by Stelios Haji-Ioannou took on the might of Europe’s aviation giants in a marketing war of attrition and emerged victorious. Written by Tony Anderson, easyJet’s third employee and first Marketing Director, the book is laced throughout with humorous anecdotes and first-hand accounts of the airline’s outrageous PR stunts. From planning and launch, to battles with bureaucrats and a herculean struggle with the British Airways “800-pound Gorilla”, this is the definitive story of how easyJet began its relentless rise to becoming one of the world’s largest airlines.
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