Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders [ EATING THE BIG FISH: HOW CHALLENGER BRANDS CAN COMPETE AGAINST BRAND LEADERS ] By ( Author )Dec-01-2008 Hardcover
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9780470238271 - Adam Morgan: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
Adam Morgan

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (2008)

Lieferung erfolgt aus/von: Vereinigte Staaten von Amerika EN US

ISBN: 9780470238271 bzw. 0470238275, in Englisch, Wiley, Wiley, Wiley, gebraucht.

14,36 ($ 19,54)¹
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Lieferung aus: Vereinigte Staaten von Amerika, zzgl. Versandkosten, Free Shipping on eligible orders over $25.
Praise for Eating The Big Fish"Eating the Big Fish is on fire with ideas. Best in the marketplace."—Steve Hayden, Vice Chairman, Ogilvy Worldwide"Adam Morgan's brand advice is among the most practical and useful there is. My team is responsible for helping drive the success of brands like Axe and Degree deodorant in the United States, and Eating the Big Fish has shaped our thinking, driven our teams to adopt 'Challenger' behavior, and helped us dramatically grow our market share."—Kevin George, Vice President and General Manager, Unilever United States"My bedtime reading when we were setting up innocent."—Richard Reed, cofounder, innocent"I devoured Adam's book and used his thinking to create method as a Challenger brand to take on the giants of the soap industry. To say we live his principles daily is an understatement. This book will give you the framework to run through the legs of Goliath—and create relentless growth."—Eric Ryan, cofounder, method"'Challenger' isn't a state of market, it's a state of mind. This way of thinking is as important and powerful for a hugely successful brand as it is for a start-up, and this book will show you why."—Andy Berndt, Managing Director, Google Creative Lab.
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9780470238271 - Morgan, Adam: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Second Edition)
Morgan, Adam

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Second Edition) (2009)

Lieferung erfolgt aus/von: Deutschland EN HC US

ISBN: 9780470238271 bzw. 0470238275, in Englisch, John Wiley & Sons, gebundenes Buch, gebraucht.

12,34 + Versand: 3,52 = 15,86
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Von Händler/Antiquariat, Revival Books Ltd [50604927], Lancashire, ., United Kingdom.
Very Good: a copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Most items will be dispatched the same or the next working day.
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9780470238271 - Adam Morgan: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
Adam Morgan

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

Lieferung erfolgt aus/von: Vereinigte Staaten von Amerika EN US FE

ISBN: 9780470238271 bzw. 0470238275, in Englisch, Wiley, Wiley, Wiley, gebraucht, Erstausgabe.

6,98 ($ 7,74)¹
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Once upon a time, spirited David challenged the towering Goliath. Forty years ago, rental car company Avis challenged Hertz-the big fish in its industry-and won a larger, more profitable share of the market by "trying harder." Today, Challengers such as method, JetBlue, Nintendo Wii, and Linux successfully compete with much bigger brands in their markets by redefining in their favor the criteria consumers use to make choices. The leaders in any market are never in reality invulnerable; they just seem that way before a smart, focused, Challenger brand takes them on. Updated and revised with additional chapters and thirty new examples of Challenger brands in action, the Second Edition of Eating the Big Fish reflects recent developments in the marketplace and media since the publication of the bestselling and influential first edition. Author Adam Morgan-who, with his company, has researched and worked with Challengers over the last decade-presents and analyzes the effective marketing tactics Challenger brands use to raise their profiles and take market share. Morgan provides practical advice and plentiful, easy-to-follow examples to show how a Challenger brand can get noticed and steal customers from competitors with much bigger advertising and marketing budgets. He presents eight Challenger credos that stress bringing a fresh perspective to market, building a prominent and emotionally appealing identity, implementing a pervasive communication strategy, and focusing intently on ideas rather than consumers. This new edition explores what needs to change and what needs to stay the same for Challenger brands in the shifting communications landscape of media, technology, and the Web. Most important, it affirms that Challenger brands are alive, well, and hungry. If you want to increase the profile and the profitability of your brand against bigger competitors, this book puts the big fish on your menu.
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9780470238271 - Martin J. Whitman: Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders
Martin J. Whitman

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

Lieferung erfolgt aus/von: Vereinigtes Königreich Großbritannien und Nordirland EN PB NW

ISBN: 9780470238271 bzw. 0470238275, in Englisch, John Wiley and Sons Ltd, Taschenbuch, neu.

20,73 (£ 18,75)¹ + Versand: 11,05 (£ 9,99)¹ = 31,78 (£ 28,74)¹
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Lieferung aus: Vereinigtes Königreich Großbritannien und Nordirland, Despatched same working day before 3pm.
A revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.
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9780470238271 - Adam Morgan: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
Adam Morgan

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (2009)

Lieferung erfolgt aus/von: Vereinigte Staaten von Amerika EN HC NW

ISBN: 9780470238271 bzw. 0470238275, in Englisch, 368 Seiten, 2. Ausgabe, Wiley, gebundenes Buch, neu.

16,13 ($ 17,89)¹ + Versand: 3,60 ($ 3,99)¹ = 19,73 ($ 21,88)¹
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Lieferung aus: Vereinigte Staaten von Amerika, Usually ships in 1-2 business days.
Von Händler/Antiquariat, ACORN BOOKS.
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., Hardcover, Ausgabe: 2, Label: Wiley, Wiley, Produktgruppe: Book, Publiziert: 2009-02-17, Studio: Wiley, Verkaufsrang: 129068.
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