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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Review: Eating the Big Fish: How Challenger Brands Can Compete Against Brand LeadersUser Review - Goodreads
I'm reading through the Top 10 recommended publicity and marketing books to see if there's any gems for use with civic projects. Many recommended this one as a guide to being an insurgent challenger ... Read full review
Review: Eating the Big Fish: How Challenger Brands Can Compete Against Brand LeadersUser Review - Meg Allwein - Goodreads
Actually I'm reading the 2nd, updated version. It is particularly apropos to the major brand evaluation my company is undertaking right now and this book is really sparking a lot of new ways of thinking. Read full review
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