Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Edition 2

Name: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Edition 2
Rating: 3.9166667461395264 (12 reviews)

Adam Morgan

Apr 2009 · Sold by John Wiley & Sons

3.9

12 reviews

Ebook

368

Pages

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About this ebook

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.

Ratings and reviews

3.9

12 reviews

A Google user

January 23, 2012

Dumbest book

A Google user

November 12, 2018

Big fish

Anil Das

January 30, 2021

AAA

1 person found this review helpful

About the author

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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