Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Google eBook)

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John Wiley & Sons, Apr 3, 2009 - Business & Economics - 368 pages
6 Reviews
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.

  

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

User Review  - Chas Bayfield - Goodreads

When I set up an ad agency in 2001, this was one of two books I was told to read (the other was the Tipping Point). I'm glad I took the advice, it was brilliant and hugely encouraging. It's helpful to ... Read full review

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

User Review  - grumblemouse - Goodreads

starting it tonight! Read full review

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Contents

How Challenger Brands Can Compete Against Brand Leaders Part II THE EIGHT CREDOS OF SUCCESSFUL CHALLENGER BRANDS
33
How Challenger Brands Can Compete Against Brand Leaders Part III APPLYING THE CHALLENGER PROGRAM
241
How Challenger Brands Can Compete Against Brand Leaders Part IV MINDSET CULTURE AND RISK
291
How Challenger Brands Can Compete Against Brand Leaders References and Sources
315
How Challenger Brands Can Compete Against Brand Leaders Acknowledgments for the Second Edition
321
How Challenger Brands Can Compete Against Brand Leaders Photo Credits
323
How Challenger Brands Can Compete Against Brand Leaders Index
325
Copyright

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About the author (2009)

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.

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