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Eating the big fish how challenger brands can compete against brand leaders /

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 histo...

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Bibliographic Details
Main Authors: Morgan, Adam, 1969
Published:
Literature type: Electronic eBook
Language: English
Edition: 2nd ed., [Rev. & expanded].
Subjects:
Product management
Brand name products > Management
New products
BUSINESS & ECONOMICS > Advertising & Promotion
Marketing
Merknamen
Merkartikelen
Concurrentie
Electronic books
Online Access: http://onlinelibrary.wiley.com/book/10.1002/9781118257944
Summary: 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.
Carrier Form: 1 online resource (xxiv, 336 p.) : ill.
Bibliography: Includes bibliographical references (p. 315-319) and index.
ISBN: 9781118257944 (electronic bk.)
1118257944 (electronic bk.)
9780470409978 (electronic bk.)
0470409975 (electronic bk.)
9780470409954 (electronic bk. : Mobipocket Reader)
0470409959 (electronic bk. : Mobipocket Reader)
Index Number: HF5415
CLC: F760.5
Contents: Chapter 4: THE FIRST CREDO: INTELLIGENT NAIVETYChapter 5: MONSTERS AND OTHER CHALLENGES: GAINING CLARITY ON THE CENTER; Chapter 6: THE SECOND CREDO: BUILD A LIGHTHOUSE IDENTITY; Chapter 7: THE THIRD CREDO: TAKE THOUGHT LEADERSHIP OF THE CATEGORY; Chapter 8: THE FOURTH CREDO: CREATE SYMBOLS OF RE-EVALUATION; Chapter 9: THE FIFTH CREDO: SACRIFICE; Chapter 10: THE SIXTH CREDO: OVERCOMMITMENT; Chapter 11: THE SEVENTH CREDO:

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