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Item Details
Title: EATING THE BIG FISH
HOW CHALLENGER BRANDS CAN COMPETE AGAINST BRAND LEADERS
By: Adam Morgan
Format: Other digital

List price: £23.98


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ISBN 10: 1118257944
ISBN 13: 9781118257944
Publisher: JOHN WILEY & SONS INC
Pub. date: 4 January, 2012
Edition: 2nd Revised edition
Pages: 368
Description: A 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.
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.
Publication: US
Imprint: John Wiley & Sons Inc
Returns: Non-returnable
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