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.
ADAM MORGAN is a partner in eatbigfish (www.
eatbigfish. com), an international brand and marketing consultancy
specializing in Challenger brand strategy, behavior, and culture.
Previously an executive with TBWAChiatDay, one of the world's largest
advertising agencies, he has worked with clients like IKEA, Unilever,
Virgin, and Apple. He and his partners together run The Challenger
Project, the evolving research into how Challenger brands think and
behave, on which their thinking, writing, and speaking is based.
