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Eating the big fish - Adam Morgan
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Title
Eating the big fish - how challenger brands can compete against brand leaders
Eating the big fish - how challenger brands can compete against brand leaders
Author
Adam Morgan
Adam Morgan
format
Hardback
Hardback
Publisher
Wiley
Wiley
Language
English
English
UK Publication Date
20090303
20090303
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.
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