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

A revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.

• | By (Author): Adam Morgan
• | Publisher: John Wiley & Sons Inc
• | Publication Date: Mar 03, 2009
• | Country of Publication: United States
• | Number of Pages: 368 pages
• | Language: Not Available
• | Binding: Hardback
• | ISBN-10: 0470238275
• | ISBN-13: 9780470238271