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.

Specifications

Dimensions

Width	33 mm
Height	231 mm
Length	158 mm
Depth	30.42
Weight	544 gr

Book Details

Title	Eating the Big Fish
Imprint	John Wiley & Sons Inc
Product Form	Hardcover
Publisher	John Wiley & Sons Inc
Genre	Business & Economics
Source Type	N
ISBN13	9780470238271
Book Category	Economics, Business and Management Books
BISAC Subject Heading	BUS058000
Book Subcategory	Business and Management Books
ISBN10	9780470238271
Language	English

Contributors

Author Info

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.

Ratings & Reviews

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AWESOME...A MUST READ FOR CHALLENGER BRANDS

Eating The Big Fish is a lucid, well organised and well executed analysis of successful Challenger strategies and provides an inspiring and practical programme for the budding Challengers to follow.
A MUST READ FOR THOSE WHO THINK “YES WE CAN”.

Raghav Gandotra

Aug, 2011

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