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Eating the Big Fish

Adam Morgan · ISBN 9780470238271
Eating the Big Fish | Zookal Textbooks | Zookal Textbooks
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Publisher John Wiley & Sons Inc (US)
Author(s) Adam Morgan
Subtitle How Challenger Brands Can Compete Against Brand Leaders
Edition 2
Published 23rd January 2009
Related course codes

How Challenger Brands Can Compete Against Brand Leaders

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.

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