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""Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders, Second Edition" is 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 web links to view interviews online and offers supplementary download able information."
"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."@en
"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."@en
"Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising - and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish. Instead of watching - and copying - every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader."

genre

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"Electronic books"
"Electronic books"@en
"Electronic resource"@en
"Livres électroniques"

name

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"Eating the big fish : How challenger brands can compete against brand leaders"
"Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders"
"Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders"
"Eating the Big Fish How Challenger Brands Can Compete Against Brand Leaders"
"Eating the Big Fish How Challenger Brands Can Compete Against Brand Leaders"@en
"Eating the big fish how challenger brands can compete against brand leaders"
"Eating the big fish how challenger brands can compete against brand leaders"@en
"Eating the Big Fish : How Challenger Brands can compete against brand leaders"
"Eating the big fish : how challenger brands can compete against brand leaders"
"Eating the big fish : how challenger brands can compete against brand leaders"@en

workExample

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