TY  - BOOK
AU  - Morgan,Adam
TI  - Eating the big fish: how challenger brands can compete against brand leaders 
SN  - 9781118257944
AV  - HF5415.15 .M67 2009eb
U1  - 658.8/27 22
PY  - 2009///
CY  - Hoboken, N.J.
PB  - Wiley
KW  - Product management
KW  - Brand name products
KW  - Management
KW  - New products
KW  - Produits commerciaux
KW  - Gestion
KW  - Produits de marque
KW  - BUSINESS & ECONOMICS
KW  - Advertising & Promotion
KW  - bisacsh
KW  - fast
KW  - Marketing
KW  - gtt
KW  - Merknamen
KW  - Merkartikelen
KW  - Concurrentie
N1  - Includes bibliographical references (pages 315-319) and index; 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
N2  - 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
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781118257944
ER  -