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  Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Hardback) By (author) Adam Morgan

  

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  Short Description for Eating the Big FishA revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.
  Full description

  • Publisher: John Wiley & Sons Ltd
  • Published: 03 March 2009
  • Format: Hardback 368 pages
  • See: Full bibliographic data
  • Categories: Sales & Marketing | Advertising
  • ISBN 13: 9780470238271 ISBN 10: 0470238275
  • Sales rank: 39,423

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Full description for Eating the Big Fish

• EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead. It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.