Morgan, Adam  1969- <br/><br/>
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. 
<br/><br/>Includes bibliographical references (pages 315-319) and index. 
<br/><br/> EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded<br/>The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780470238271 
<br/><br/><label>LCCN: </label>2008022827 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product management<br/>Brand name products --Management<br/>New products
<br/><br/><label>LC Class. No.: </label>HF5415.15  / .M67 2009