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      Eating The Big Fish

      Eating The Big Fish

      HOW CHALLENGER BRANDS CAN COMPETE AGAINST BRAND LEADERS
      Adam Morgan
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      0.0 / 10 ( 0 votes)
      Categories:
      Markenting & Communication
      Language:
      Engleza
      Publishing Date:
      2008
      Publisher:
      Page Count:
      304
      ISBN-10:
      0470238275
      Original Title:
      Eating The Big Fish
      Brand:
      Edition:
      a II-a
      ISBN:
      9780470238271
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      Publisher's Synopsis
      The concept of the challenger brand has become a mainstream idea among marketers and advertisers. This study of the way challenger brands take on and defeat bigger competitors features interviews of 30 fresh challengers. It explores radically different marketing environment. It is suitable for various marketing and advertising arenas.
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