Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders
(2009)
By:
Morgan, Adam
Nonfiction
eBook
Details
PUBLISHED
[United States] : Wiley, 2009
Made available through hoopla
Made available through hoopla
DESCRIPTION
1 online resource
ISBN/ISSN
9780470527757 MWT18104609, 0470527757 18104609
LANGUAGE
English
NOTES
"Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded" 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 information
Mode of access: World Wide Web