Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

By Adam Morgan
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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ISBN: 9780470238271

About the Hardcover

Publisher John Wiley & Sons
Publish date 12/01/2008
Pages 336
Availability Available
ISBN-13 9780470238271
ISBN-10 0470238275
Language English

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