1.22Kg of CO2
152 litre(s) of Water
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1 book donated to global literacy projects
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book) - Adweek Book S.
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book) - Adweek Book S.
hardback
Published:
12 February, 1999
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Description
More Details
| Type | Book |
|---|---|
| ISBN13 | 9780471242093 |
| ISBN10 | 0471242098 |
| Number Of Pages | 304 |
| Item Weight | 538 g |
| Product Dimensions | 29 x 234 x 163 mm |
| Publisher / Reseller | John Wiley & Sons |
| Format | hardback |
| Edition | 1st Edition |
Media Reviews
: Although out last year, Eating the Big Fish, is one of the most stimulating books on brands and has grown to become a must read. (Marketing Business - Year's Best Books, January 2001) .. .full of such useful ideas that a whole generation of marketing folk bang on about [it] (Campaign, Friday 23rd November 2007) Always find your brands in the slipstream of the market leaders? Well this could be the book for you. (The Drum, October 17th 2008)
GoodReads Reviews
Author's Bio
ADAM MORGAN is Joint European Planning Director of TBWA, one of the world's largest advertising agencies, whose clients include Absolut, Taco Bell, Nissan, Energizer, and Apple. Most recently, as Planning Director, North America for TBWA Chiat/Day, he has worked on the launch or relaunch of Challengers in markets as diverse as airlines (Virgin Atlantic) and video games (Sony Playstation), across the United States, Europe, and Latin America. Founder of the Challenger Project, a continually evolving worldwide study of Challenger brands (of which Eating the Big Fish is the first output), he has lectured on Challengers to audiences as diverse as American advertising directors, Portuguese business graduates, and the Global Marketing Conference in London.