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Eating the Big Fish

How Challenger Brands Can Compete Against Brand Leaders
By Adam Morgan
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Book Hero Magic crafted this summary to help describe this book. While it's new and still learning, it may not be perfect - your feedback is welcome! Summary
Eating the Big Fish by Adam Morgan explores the strategies used by challenger brands to compete successfully against market leaders. The book delves into innovative approaches that enable smaller companies to disrupt industries, increase their market share, and establish a strong presence despite the dominance of bigger competitors. It offers insights into brand strategy and growth, making it an essential read for those in marketing and business.
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Format: Hardback
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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?

You might enjoy this insightful read if you're keen on understanding how smaller brands can outperform larger competitors by employing innovative marketing strategies. It's perfect for those interested in business growth, brand strategy, and entrepreneurship, offering practical advice on challenging industry leaders and thriving in competitive markets.

Book Hero thinking about 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 feedback is welcome! 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.

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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

Collections

Adam Morgan Business & Entrepreneurship Marketing & Sales Non-Fiction

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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