Book description
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.
