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

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Características del artículo

Estado
Como nuevo: Libro en perfecto estado y poco leído. La tapa no tiene desperfectos y si procede, con ...
ISBN
9780470238271
Categoría

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Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470238275
ISBN-13
9780470238271
eBay Product ID (ePID)
20069193090

Product Key Features

Number of Pages
368 Pages
Publication Name
Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders
Language
English
Subject
Consumer Guides, Marketing / General, General, Advertising & Promotion, Marketing / Research
Publication Year
2009
Type
Not Available
Author
Adam Morgan
Subject Area
Reference, Business & Economics
Format
Hardcover

Dimensions

Item Height
1.3 in
Item Weight
19.2 Oz
Item Length
9.1 in
Item Width
6.2 in

Additional Product Features

Edition Number
2
LCCN
2008-022827
Dewey Edition
22
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)
Illustrated
Yes
Dewey Decimal
658.8/27
Intended Audience
Trade
Synopsis
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., 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 Number
HF5415.15.M67 2009

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