Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan.

By:

Morgan, Adam, 1969- [author]

Material type: Text

TextLanguage: English Publication details: Hoboken, N.J. : Wiley, [2009].Edition: Second edition, [Revised & expanded].Description: xxiv, 336 pages : illustrations ; 24 cm.ISBN:

9780470238271

Subject(s):

LOC classification:

HF5415.15 .M67 2009

Summary: 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.

Holdings ( 1 )
Title notes ( 2 )

Holdings
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

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.