TY  - BOOK
AU  - Morgan, Adam
TI  - Eating the big fish: : how challenger brands can compete against brand leaders
SN  - 9780470238271
AV  - HF5415.15 .M67 2009
PY  - 2009///]
CY  - Hoboken, N.J.
PB  - Wiley
KW  - Product management
KW  - Brand name products
KW  - Management
KW  - New products
N1  - Includes bibliographical references (pages 315-319) and index
N2  - 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
ER  -