Eating the Big Fish
How Challenger Brands Can Compete Against Brand Leaders 2nd Revised edition
By (author) Adam Morgan
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Eating the Big Fish by Adam Morgan
Book DescriptionEATING 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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Book DetailsISBN: 9780470238271
(234mm x 159mm x 31mm)
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 3-Mar-2009
Country of Publication: United Kingdom
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Author Biography - Adam Morgan
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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