Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

Format:  Hardcover,

336 pages

Publisher: John Wiley & Sons Inc

Publish Date: Jan 2009

ISBN-13: 9780470238271

ISBN-10: 0470238275

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Book Information

The following content was provided by the publisher.
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.

Specifications

Publisher: John Wiley & Sons Inc
Publish Date: Jan 2009
ISBN-13: 9780470238271
ISBN-10: 0470238275
Format: Hardcover
Number of Pages: 336
Shipping Weight (in pounds): 1.25
Product in Inches (L x W x H): 6.25 x 9.25 x 1.0

Chapter outline

Prefacep. xiii
Forewordp. xxi
The Size and Nature of the Big Fishp. 1
The Law of Increasing Returnsp. 3
The Consumer Isn'tp. 13
What Is a Challenger Brand?p. 24
The Eight Credos of Successful Challenger Brandsp. 33
The First Credo: Intelligent Naivetyp. 35
Monsters and Other Challenges: Gaining Clarity on the Centerp. 61
The Second Credo: Build a Lighthouse Identityp. 80
The Third Credo: Take Thought Leadership of the Categoryp. 109
The Fourth Credo: Create Symbols of Re-evaluationp. 134
The Fifth Credo: Sacrificep. 156
The Sixth Credo: Overcommitp. 171
The Seventh Credo: Using Communications and Publicity to Enter Social Culturep. 189
The Eighth Credo: Become Idea-Centered, Not Consumer-Centeredp. 218
Applying the Challenger Programp. 241
Writing the Challenger Program: The Two-Day Off-Sitep. 243
The Scope of the Lighthouse Keeperp. 270
Mind-Set, Culture, and Riskp. 291
Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Twop. 293
Risk, Will, and the Circle of Ropep. 303
References and Sourcesp. 315
Acknowledgments for the Second Editionp. 321
Photo Creditsp. 323
Indexp. 325

Book description

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.

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