Eating the Big Fish (häftad)
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Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
368
Utgivningsdatum
2009-03-03
Upplaga
2
Förlag
John Wiley & Sons Inc
Dimensioner
235 x 156 x 30 mm
Vikt
580 g
ISBN
9780470238271

Eating the Big Fish

How Challenger Brands Can Compete Against Brand Leaders

av Adam Morgan
Inbunden,  Engelska, 2009-03-03
320
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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.
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Fler böcker av Adam Morgan

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.

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