Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan.
Publication details: Hoboken, N.J. : Wiley, c2009.Description: xxiv, 336 p. : ill. ; 24 cmISBN:- 9780470238271
- 658.827 23
Item type | Current library | Collection | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
Loanable Book | Library | General Collection | 658.827 MOR (Browse shelf(Opens below)) | Available | 000437368 |
Includes bibliographical references (p. 315-319) and index.
"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." - Book cover
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