Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
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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The Scope of the Lighthouse Keeper
MindSet Culture and Risk
Risk Will and the Circle of Rope
References and Sources
Acknowledgments for the Second Edition