Eating the big fish : how challenger brands can compete against brand leaders
Morgan, Adam 1969-
Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan. - Second edition, [Revised & expanded]. - Hoboken, N.J. : Wiley, [2009]. - xxiv, 336 pages : illustrations ; 24 cm.
Includes bibliographical references (pages 315-319) and index.
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.
9780470238271
2008022827
Product management
Brand name products --Management
New products
HF5415.15 / .M67 2009
Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan. - Second edition, [Revised & expanded]. - Hoboken, N.J. : Wiley, [2009]. - xxiv, 336 pages : illustrations ; 24 cm.
Includes bibliographical references (pages 315-319) and index.
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.
9780470238271
2008022827
Product management
Brand name products --Management
New products
HF5415.15 / .M67 2009
