Eating the Big Fish

How Challenger Brands Can Compete Against Brand Leaders

By Adam Morgan (2009)

EATING THE BIG FISH : How Challenger Brands Can Compete AgainstBrand 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...