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

By: Publication details: Hoboken, N.J. : Wiley, c2009.Description: xxiv, 336 p. : ill. ; 24 cmISBN:
  • 9780470238271
Subject(s): DDC classification:
  • 658.827 23
Summary: "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
List(s) this item appears in: New Acquisitions Autumn 2021
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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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