Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
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Hardcover, John Wiley & Sons, 2008, ISBN13 9780470238271, ISBN10 0470238275
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.
|Number of Pages:||336|
|Number in Series:||1|
|Publisher:||John Wiley & Sons Inc|
|Publication Date:||January, 2009|
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