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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book)

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book)

by Adam Morgan (Author)

  • Used

    Hardcover 1999

    $4.62
Synopsis

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.

$4.62

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Quantity

3 in stock

More Information

Format: Hardcover
 Pages: 304
 Edition: 1st Edition
 Publisher: John Wiley & Sons
Published: 12 Feb 1999
ISBN 10: 0471242098
ISBN 13: 9780471242093

Media Reviews
: Although out last year, Eating the Big Fish, is one of the most stimulating books on brands and has grown to become a must read. (Marketing Business - Year's Best Books, January 2001) .. .full of such useful ideas that a whole generation of marketing folk bang on about [it] (Campaign, Friday 23rd November 2007) Always find your brands in the slipstream of the market leaders? Well this could be the book for you. (The Drum, October 17th 2008)
Author Bio
ADAM MORGAN is Joint European Planning Director of TBWA, one of the world's largest advertising agencies, whose clients include Absolut, Taco Bell, Nissan, Energizer, and Apple. Most recently, as Planning Director, North America for TBWA Chiat/Day, he has worked on the launch or relaunch of Challengers in markets as diverse as airlines (Virgin Atlantic) and video games (Sony Playstation), across the United States, Europe, and Latin America. Founder of the Challenger Project, a continually evolving worldwide study of Challenger brands (of which Eating the Big Fish is the first output), he has lectured on Challengers to audiences as diverse as American advertising directors, Portuguese business graduates, and the Global Marketing Conference in London.