Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
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Book Details
Author(s)
Morgan, Adam
Publisher
Wiley
ISBN / ASIN
0470238275
ISBN-13
9780470238271
Marketplace
India 🇮🇳
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Description
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.
