Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan.
Material type:
TextLanguage: English Publication details: Hoboken, N.J. : Wiley, [2009].Edition: Second edition, [Revised & expanded].Description: xxiv, 336 pages : illustrations ; 24 cm.ISBN: - 9780470238271
- HF5415.15 .M67 2009
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Book | TBS Barcelona | HF5415.15 MOR (Browse shelf(Opens below)) | 1 | Available | B02757 |
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| HF5415.13 ZIM Business to business marketing management (2013) | HF5415.13 ZIM Business to business marketing management (2005) | HF5415.15 BAK Product strategy and management | HF5415.15 MOR Eating the big fish : how challenger brands can compete against brand leaders | HF5415.153 BER Contagious | HF5415.153 EYA Hooked : how to build habit-forming products | HF5415.153 EYA Hooked : how to build habit-forming products |
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.
