Eating the Big Fish

How Challenger Brands Can Compete Against Brand Leaders

Auteur Adam Morgan, Adam Morgan

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ISBN

9780471242093

Bindwijze

Hardcover

Taal

Engels

Auteur

Adam Morgan, Adam Morgan

Uitgeverij

John Wiley & Sons

Jaar van uitgifte

1999

Aantal pagina's

286

Waar gaat het over?

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and ExpandedThe 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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