Eating the Big Fish

How Challenger Brands Can Compete Against Brand Leaders

av Adam Morgan  (inbunden, 2009)

Pris:  188:-
Skickas inom 5-8 vardagar.
Fri frakt vid beställning på minst 99 kr för privatpersoner i Sverige - Läs mer

Passar bra ihop

Eating the Big Fish + Hoopla
De som köpt den här boken har ofta också köpt Hoopla (inbunden) av Crispin Porter, Bogusky, Warren Berger
Pris för båda:

Kundrecensioner

Bli först att betygsätta och recensera boken Eating the Big Fish.

Eating the Big Fish (inbunden)

Fler böcker inom

  • Inbunden (hardback)
  • Språk: Engelska
  • Antal sidor: 368
  • Utg.datum: 2009-03-03
  • Upplaga: 2 Rev ed
  • Förlag: John Wiley & Sons Ltd
  • Illustratör/Fotograf: Mit AbbUVignetten
  • Illustrationer: Illustrations
  • Dimensioner: 235 x 156 x 30 mm
  • Vikt: 580 g
  • Antal komponenter: 1
  • ISBN: 9780470238271

Fler böcker av Adam Morgan

The Pirate Inside (inbunden)
Pirate Inside (inbunden)
Chicago (inbunden)

The Pirate Inside

Adam Morgan
Inbunden
181:-

Pirate Inside

Adam Morgan
E-bok
349:-

Chicago

Adam Morgan
Häftad
143:-

Recensioner i media

"Eating the Big Fish is a lucid, well organized and well executed analysis of successful Challenger strategies...Highly recommended." (TheBookBag.co.uk, April 23rd 2009) ‘…a must read for anyone in marketing.' (Admap, January 2011).

Bloggat om Eating the Big Fish

Övrig information

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.

Innehållsförteckning

Preface. Foreword by Antonio Lucio. Part 1: The Size and Nature of the Big Fish. 1. The Law of Increasing Returns. 2. The Consumer Isn't. 3. What Is a Challenger Brand? Part 2: The Eight Credos of Successful Challenger Brands. 4. The First Credo: Intelligent Naivety. 5. Monsters and Other Challenges: Gaining Clarity on the Center. 6. The Second Credo: Build a Lighthouse Identity. 7. The Third Credo: Take Thought Leadership of the Category. 8. The Fourth Credo: Create Symbols of Re-Evaluation. 9. The Fifth Credo: Sacrifice. 10. The Sixth Credo: Overcommit. 11. The Seventh Credo: Using Communications and Publicity to Enter Social Culture. 12. The Eight Credo: Become Idea-Centered, Not Consumer-Centered. Part 3: Applying the Challenger Program. 13. Writing the Challenger Program: The Two-Day Off-Site. 14. The Scope of the Lighthouse Keeper. Part 4: Mind-Set, Culture, and Risk. 15. Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two. 16. Risk, Will, and the Circle of Rope. References and Sources. Acknowledgments for the Second Edition. Photo Credits. Index.

Du kanske gillar...

Tänka, snabbt och långsamt (pocket)

Tänka, snabbt och långsamt

Daniel Kahneman
Pocket
51:-
De svenska riskkapitalisterna : en berättelse om makt, pengar och hemligheter (inbunden)

De svenska riskkapitalisterna : en berättelse om mak...

Jan Almgren, Carolina Neurath
Inbunden
194:-
Capital in the Twenty-First Century (inbunden)

Capital in the Twenty-First Century

Thomas Piketty
Inbunden
258:-
Oberoende är stark (inbunden)

Oberoende är stark

Anders Palmgren, Pehr G Gyllenhammar
Inbunden
167:-