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

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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 histo...

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Bibliographic Details
Main Author: Morgan, Adam, 1969-
Format: eBook
Language:English
Published: Hoboken, N.J. : Wiley, [2009]
Edition:2nd ed., [Rev. & expanded].
Series:Wiley Online Library.
Subjects:
Concurrentie.
Marketing.
Merkartikelen.
Merknamen.
Brand name products > Management.
New products.
Product management.
BUSINESS & ECONOMICS > Advertising & Promotion.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
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.
Item Description:Electronic resource.
Physical Description:1 online resource (xxiv, 336 pages) : illustrations
Bibliography:Includes bibliographical references (pages 315-319) and index.
ISBN:0470409959 (electronic bk. : Mobipocket Reader)
0470409975 (electronic bk.)
1118257944 (electronic bk.)
9780470409954 (electronic bk. : Mobipocket Reader)
9780470409978 (electronic bk.)
9781118257944 (electronic bk.)
DOI:10.1002/9781118257944