Eating the Big Fish by Adam Morgan
This work offers advice, examples and useful information for competing effectively with name brands. The author defines the various types of "challenger brands" and then discusses the brand and advertising strategies of the most famous and successful challenger brands of the last decade.Adam Morgan is a leading world expert on Challenger brands: his first book, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, has become a definitive text on the area, and been translated into eight languages.
Adam is one of five partners in the international brand consultancy eatbigfish, which specializes in applying the thinking of Eating the Big Fish and The Pirate Inside to companies and brands who want to think like Challengers; his clients have included Lexus, IKEA, Unilever and PepsiCo. He can be contacted on adam@eatbigfish.com.
Adam lives on a plane somewhere over the Atlantic.
| SKU | Unavailable |
| ISBN 13 | 9780471242093 |
| ISBN 10 | 0471242098 |
| Title | Eating the Big Fish |
| Author | Adam Morgan |
| Series | Adweek Book S |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | John Wiley and Sons Ltd |
| Year published | 1999-01-27 |
| Number of pages | 304 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |