Eating the Big Fish :How Challenger Brands Can Compete Against Brand Leaders
Eating the Big Fish :How Challenger Brands Can Compete Against Brand Leaders
hardback
Published:
3 March, 2009
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Description
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.
More Details
| Type | Book |
|---|---|
| ISBN13 | 9780470238271 |
| ISBN10 | 0470238275 |
| Number Of Pages | 368 |
| Item Weight | 544 g |
| Product Dimensions | 158 x 231 x 33 mm |
| Publisher / Reseller | John Wiley & Sons Inc |
| Format | hardback |
| Edition | 2nd edition |
Media Reviews
"Eating the Big Fish is a lucid, well organized and well executed analysis of successful Challenger strategies.... Highly recommended." (TheBookBag.co.uk, April 23rd 2009)
"... a must read for anyone in marketing." (Admap, January 2011)
GoodReads Reviews
Author's Bio
ADAM MORGAN is a partner in eatbigfish (www.eatbigfish.com), an international brand and marketing consultancy specializing in Challenger brand strategy, behavior, and culture. Previously an executive with TBWA\Chiat\Day, one of the world’s largest advertising agencies, he has worked with clients like IKEA, Unilever, Virgin, and Apple. He and his partners together run The Challenger Project, the evolving research into how Challenger brands think and behave, on which their thinking, writing, and speaking is based.