000			01527cam a22002894a 4500
001			a5087493
003			SIRSI
005			20250204132111.0
008			080522t20092009njua b 001 0 eng
010			_a 2008022827
020			_a9780470238271
035			_a(OCoLC)226361770
040			_aDLC _cDLC _dBTCTA _dBAKER _dYDXCP _dC#P _dBWX _dUtOrBLW
041			_aeng
050			_aHF5415.15 _b.M67 2009
100			_aMorgan, Adam _d1969- _924629 _eauthor
245	1	0	_aEating the big fish _b: how challenger brands can compete against brand leaders _c/ Adam Morgan.
250			_aSecond edition, _b[Revised & expanded].
260			_aHoboken, N.J. : _bWiley, _c[2009].
300			_axxiv, 336 pages : _billustrations ; _c24 cm.
504			_aIncludes bibliographical references (pages 315-319) and index.
520			_aEATING 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.
650		0	_aProduct management _92370
650		0	_aBrand name products _xManagement _92369
650		0	_aNew products _98236
942			_2lcc
999			_c4483 _d4483