Picture 1 of 1
Stock photo
Picture 1 of 1
Stock photo
Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan (2009, Hardcover)
tibl7957 (196)
100% positive feedback
Returns:
30 days return. Buyer pays for return shipping. If you use an eBay shipping label, it will be deducted from your refund amount.
Condition:
Oops! Looks like we're having trouble connecting to our server.
Refresh your browser window to try again.
About this product
Product Identifiers
PublisherWiley & Sons, Incorporated, John
ISBN-100470238275
ISBN-139780470238271
eBay Product ID (ePID)20069193090
Product Key Features
Number of Pages368 Pages
Publication NameEating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders
LanguageEnglish
SubjectConsumer Guides, Marketing / General, General, Advertising & Promotion, Marketing / Research
Publication Year2009
TypeNot Available
AuthorAdam Morgan
Subject AreaReference, Business & Economics
FormatHardcover
Dimensions
Item Height1.3 in
Item Weight19.2 Oz
Item Length9.1 in
Item Width6.2 in
Additional Product Features
Edition Number2
LCCN2008-022827
Dewey Edition22
Reviews"Eating the Big Fish is a lucid, well organized and well executed analysis of successful Challenger strategies...Highly recommended." (TheBookBag.co.uk, April 23rd 2009) '…a must read for anyone in marketing.' (Admap, January 2011)., "Eating the Big Fish is a lucid, well organized and well executed analysis of successful Challenger strategies.... Highly recommended." (TheBookBag.co.uk, April 23rd 2009) "... a must read for anyone in marketing." (Admap, January 2011)
IllustratedYes
Dewey Decimal658.8/27
Intended AudienceTrade
SynopsisA revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers., 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., 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., Praise for Eating The Big Fish "Eating the Big Fish is on fire with ideas. Best in the marketplace." Steve Hayden , Vice Chairman, Ogilvy Worldwide "Adam Morgan's brand advice is among the most practical and useful there is. My team is responsible for helping drive the success of brands like Axe and Degree deodorant in the United States, and Eating the Big Fish has shaped our thinking, driven our teams to adopt 'Challenger' behavior, and helped us dramatically grow our market share." Kevin George , Vice President and General Manager, Unilever United States "My bedtime reading when we were setting up innocent." Richard Reed , cofounder, innocent "I devoured Adam's book and used his thinking to create method as a Challenger brand to take on the giants of the soap industry. To say we live his principles daily is an understatement. This book will give you the framework to run through the legs of Goliath and create relentless growth." Eric Ryan , cofounder, method "'Challenger' isn't a state of market, it's a state of mind. This way of thinking is as important and powerful for a hugely successful brand as it is for a start-up, and this book will show you why." Andy Berndt , Managing Director, Google Creative Lab
LC Classification NumberHF5415.15.M67 2009
Be the first to write a review
