Morgan, Adam,  1969- <br/><br/>
Eating the big fish :  how challenger brands can compete against brand leaders / 
Adam Morgan. 
 - 2nd ed., [rev. & expanded]. 
 - Hoboken, N.J. :  Wiley,  �2009. 
 - 1 online resource (xxiv, 336 pages) :  illustrations 
<br/><br/>Includes bibliographical references (pages 315-319) and index. 
<br/><br/>Chapter 4: THE FIRST CREDO: INTELLIGENT NAIVETYChapter 5: MONSTERS AND OTHER CHALLENGES: GAINING CLARITY ON THE CENTER; Chapter 6: THE SECOND CREDO: BUILD A LIGHTHOUSE IDENTITY; Chapter 7: THE THIRD CREDO: TAKE THOUGHT LEADERSHIP OF THE CATEGORY; Chapter 8: THE FOURTH CREDO: CREATE SYMBOLS OF RE-EVALUATION; Chapter 9: THE FIFTH CREDO: SACRIFICE; Chapter 10: THE SIXTH CREDO: OVERCOMMITMENT; Chapter 11: THE SEVENTH CREDO. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781118257944 1118257944 9780470409978 0470409975 9780470409954 0470409959 
<br/><br/><label>Source: </label> OverDrive, Inc.  http://www.overdrive.com 15339FA4-B05D-4355-8B95-C185D69C9892  OverDrive, Inc.  http://www.overdrive.com 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product management.<br/>Brand name products--Management.<br/>New products.<br/>Produits commerciaux--Gestion.<br/>Produits de marque--Gestion.<br/>BUSINESS & ECONOMICS--Advertising & Promotion.<br/>Brand name products--Management<br/>New products<br/>Product management<br/>Marketing.<br/>Merknamen.<br/>Merkartikelen.<br/>Concurrentie.
<br/><br/><label>LC Class. No.: </label>HF5415.15  / .M67 2009eb 
<br/><br/><label>Dewey Class. No.: </label>658.8/27