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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book)
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book)
Adam Morgan
This work offers advice, examples and useful information for competing effectively with name brands. The author defines the various types of "challenger brands" and then discusses the brand and advertising strategies of the most famous and successful challenger brands of the last decade.
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Product Description
Title - Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book)
Edition -
Author - Adam Morgan
ISBN 13 - 9780471242093
Imprint - John Wiley & Sons Inc
Publisher - John Wiley and Sons Ltd
Date Published - 27/01/1999
Prize -
No. of pages -
Binding Type - Hardback
Dimensions - 158 x 235 x 25mm
Weight - 539 g
Languages - English