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019 _a496298601
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020 _a9781118257944
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020 _a1118257944
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037 _bOverDrive, Inc.
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050 4 _aHF5415.15
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072 7 _aBUS
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082 0 4 _a658.8/27
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049 _aMAIN
100 1 _aMorgan, Adam,
_d1969-
_1https://id.oclc.org/worldcat/entity/E39PCjDX4FvBFYqyBVhqcjfQFX
245 1 0 _aEating the big fish :
_bhow challenger brands can compete against brand leaders /
_cAdam Morgan.
250 _a2nd ed., [rev. & expanded].
260 _aHoboken, N.J. :
_bWiley,
_c�2009.
300 _a1 online resource (xxiv, 336 pages) :
_billustrations
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
504 _aIncludes bibliographical references (pages 315-319) and index.
588 0 _aPrint version record.
505 8 _aChapter 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.
520 _aEATING 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.
590 _aJohn Wiley and Sons
_bWiley Online Library: Complete oBooks
650 0 _aProduct management.
650 0 _aBrand name products
_xManagement.
650 0 _aNew products.
650 6 _aProduits commerciaux
_xGestion.
650 6 _aProduits de marque
_xGestion.
650 7 _aBUSINESS & ECONOMICS
_xAdvertising & Promotion.
_2bisacsh
650 7 _aBrand name products
_xManagement
_2fast
650 7 _aNew products
_2fast
650 7 _aProduct management
_2fast
650 1 7 _aMarketing.
_2gtt
650 1 7 _aMerknamen.
_2gtt
650 1 7 _aMerkartikelen.
_2gtt
650 1 7 _aConcurrentie.
_2gtt
758 _ihas work:
_aEating the big fish (Text)
_1https://id.oclc.org/worldcat/entity/E39PCFVfrC4FHGCJgMCGtQ9Wwy
_4https://id.oclc.org/worldcat/ontology/hasWork
776 0 8 _iPrint version:
_aMorgan, Adam.
_tEating the big fish.
_b2nd ed., [Rev. & expanded].
_dHoboken, N.J. : Wiley, �2009
_z9780470238271
_z0470238275
_w(DLC) 2008022827
_w(OCoLC)226361770
856 4 0 _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781118257944
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