Gorilla Marketing

by Tony Anderson

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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.
  • ISBN10 1907652728
  • ISBN13 9781907652721
  • Publish Date 14 September 2010
  • Publish Status Out of Print
  • Out of Print 5 August 2014
  • Publish Country GB
  • Imprint Grosvenor House Publishing Ltd
  • Format Paperback (US Trade)
  • Pages 148
  • Language English