Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

Type

Book

Authors

Adam Morgan

ISBN 10

0470238275

ISBN 13

9780470238271

Tags

Advertising, Product Management

Description

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. - from Amzon

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