Eating the Big Fish by Adam Morgan
A revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.
"Eating the Big Fish is a lucid, well organized and well executed analysis of successful Challenger strategies..Highly recommended." (TheBookBag.co.uk, April 23rd 2009) ‘…a must read for anyone in marketing.' (Admap, January 2011).
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.
| SKU | Unavailable |
| ISBN 13 | 9780470238271 |
| ISBN 10 | 0470238275 |
| Title | Eating the Big Fish |
| Author | Adam Morgan |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | John Wiley & Sons Inc |
| Year published | 2009-03-03 |
| Number of pages | 368 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |