Eating the Big Fish

Book Name : Eating the Big Fish_x000D_
How Challenger Brands Can Compete Against Brand Leaders

By by Adam Morgan

Sub Title : How Challenger Brands Can Compete Against Brand Leaders

Written by : by Adam Morgan

Subject Category : Academic Business

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about this book

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. Wiley; April 2009 ISBN 9780470409978 Read online, or download in secure PDF or secure EPUB format Title: Eating the Big Fish Author: Adam Morgan Imprint: Wiley Subject categories Academic Business > Advertising & Promotion Economics > Commerce Business > Marketing Business and Commerce > Business > Marketing. Distribution of products Professions and Applied Sciences ISBNs 0470409975 9780470238271 9780470409978 9780470527757 About The Author 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.

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Related subjects

Academic Business - Advertising & Promotion Economics - Commerce Business - Marketing Business and Commerce - Business - Marketing. Distribution of products Professions and Applied Sciences

ISBN

0470409975 - 9780470238271 - 9780470409978 - 9780470527757

In The Press:

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.

Imprint

Wiley