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

Author: Morgan, Adam

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Product Overview

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.

Specifications

Publisher John Wiley & Sons Inc
Mfg Part# 9780470238271
SKU 208001468
Format Hardcover
ISBN10 0470238275
Release Date 12/1/2008
Product Attributes
eBooks Kobo
Book Format Hardcover
Edition 0002
Number of Pages 0336
Publisher John Wiley & Sons
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