UID:
almafu_9959328590102883
Format:
1 online resource (xxiv, 336 pages) :
,
illustrations
Edition:
2nd ed., [rev. & expanded].
ISBN:
9781118257944
,
1118257944
,
9780470409978
,
0470409975
,
9780470409954
,
0470409959
Content:
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.
Note:
Chapter 4: THE FIRST CREDO: INTELLIGENT NAIVETYChapter 5: MONSTERS AND OTHER CHALLENGES: GAINING CLARITY ON THE CENTER; Chapter 6: THE SECOND CREDO: BUILD A LIGHTHOUSE IDENTITY; Chapter 7: THE THIRD CREDO: TAKE THOUGHT LEADERSHIP OF THE CATEGORY; Chapter 8: THE FOURTH CREDO: CREATE SYMBOLS OF RE-EVALUATION; Chapter 9: THE FIFTH CREDO: SACRIFICE; Chapter 10: THE SIXTH CREDO: OVERCOMMITMENT; Chapter 11: THE SEVENTH CREDO.
Additional Edition:
Print version: Morgan, Adam. Eating the big fish. Hoboken, N.J. : Wiley, ©2009 ISBN 9780470238271
Additional Edition:
ISBN 0470238275
Language:
English
Keywords:
Electronic books.
;
Electronic books.
;
Electronic books.
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781118257944
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781118257944
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781118257944
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