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Eating the Big Fish
How Challenger Brands Can Compete Against Brand Leaders
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Format: Hardback
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Eating the Big Fish
$6899
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
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.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
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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, arrives just in time for the business challenges ahead.
It contains over 25 new interviews and case histories, features two completely new chapters, introduces a new typology of 12 different kinds of Challengers, and includes extensive updates of the main chapters.
The book provides a range of new exercises, supplies weblinks to view interviews online, and offers supplementary downloadable information.
Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?
Eating the Big Fish is praised for providing a clear and structured exploration of successful challenger brand strategies, with one review calling it highly organised and effectively analysed. It is also recommended for anyone involved in marketing, underscoring its relevance and practical insights for industry professionals.
Book Details
INFORMATION
ISBN: 9780470238271
Publisher: John Wiley & Sons Inc
Format: Hardback
Date Published: 03 March 2009
Country: United States
Imprint: John Wiley & Sons Inc
Edition: 2nd edition
Illustration: Charts: 14 B&W, 0 Color; Photos: 19 B&W, 0 Color; Graphs: 8 B&W, 0 Color
Audience: Professional and scholarly
DIMENSIONS
Spine width: 33.0mm
Width: 158.0mm
Height: 231.0mm
Weight: 544g
Pages: 368
About the Author
ADAM MORGAN is a partner in eatbigfish (www.eatbigfish.com), an international brand and marketing consultancy specializing in Challenger brand strategy, behavior, and culture. Previously an executive with TBWA\Chiat\Day, one of the world’s largest advertising agencies, he has worked with clients like IKEA, Unilever, Virgin, and Apple. He and his partners together run The Challenger Project, the evolving research into how Challenger brands think and behave, on which their thinking, writing, and speaking is based.
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