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Eating the Big Fish
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Eating the Big Fish - new book

2009, ISBN: 9780470527757

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 upd… More...

Nr. A1033776725. Shipping costs:Lieferzeiten außerhalb der Schweiz 3 bis 21 Werktage, , Sofort per Download lieferbar, zzgl. Versandkosten. (EUR 17.32)
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Eating the Big Fish - Adam Morgan
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Eating the Big Fish - new book

2009, ISBN: 9780470527757

EATING THE BIG FISH: How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and ExpandedThe second edition of the international bestseller, now revised and updat… More...

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Eating the Big Fish - Adam Morgan
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Adam Morgan:
Eating the Big Fish - new book

2009

ISBN: 9780470527757

How Challenger Brands Can Compete Against Brand Leaders, eBooks, eBook Download (EPUB), 2. Auflage, [PU: John Wiley & Sons], John Wiley & Sons, 2009

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Adam Morgan:
Eating the Big Fish - new book

2009, ISBN: 9780470527757

How Challenger Brands Can Compete Against Brand Leaders, [ED: 2], 2. Auflage, eBook Download (EPUB), eBooks, [PU: John Wiley & Sons]

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Eating the Big Fish - Adam Morgan
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Adam Morgan:
Eating the Big Fish - First edition

2009, ISBN: 9780470527757

How Challenger Brands Can Compete Against Brand Leaders, [ED: 1], Auflage, eBook Download (EPUB), eBooks, [PU: Wiley]

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Eating the Big Fish
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0470527757

Details of the book - Eating the Big Fish


EAN (ISBN-13): 9780470527757
ISBN (ISBN-10): 0470527757
Publishing year: 2009
Publisher: John Wiley & Sons
368 Pages
Language: eng/Englisch

Book in our database since 2011-10-18T15:05:49+01:00 (London)
Detail page last modified on 2022-10-11T08:33:52+01:00 (London)
ISBN/EAN: 0470527757

ISBN - alternate spelling:
0-470-52775-7, 978-0-470-52775-7
Alternate spelling and related search-keywords:
Book author: morgan
Book title: der brand, know your fish, challenger against compete leaders brands eating brand fish, big five, the fish who could wish, your inner fish

Information from Publisher

Author: Adam Morgan
Title: Eating the Big Fish - How Challenger Brands Can Compete Against Brand Leaders
Publisher: Wiley; John Wiley & Sons
368 Pages
Publishing year: 2009-04-16
Language: English
23,99 € (DE)
Not available (reason unspecified)

EA; E101; E-Book; Nonbooks, PBS / Wirtschaft/Werbung, Marketing; Werbung; Advertising; Business & Management; Werbung; Wirtschaft u. Management; Werbung; BB

Preface. Foreword by Antonio Lucio. Part 1: The Size and Nature of the Big Fish. 1. The Law of Increasing Returns. 2. The Consumer Isn't. 3. What Is a Challenger Brand? Part 2: The Eight Credos of Successful ChallengerBrands. 4. The First Credo: Intelligent Naivety. 5. Monsters and Other Challenges: Gaining Clarity on theCenter. 6. The Second Credo: Build a Lighthouse Identity. 7. The Third Credo: Take Thought Leadership of the Category. 8. The Fourth Credo: Create Symbols of Re-Evaluation. 9. The Fifth Credo: Sacrifice. 10. The Sixth Credo: Overcommit. 11. The Seventh Credo: Using Communications and Publicity toEnter Social Culture. 12. The Eight Credo: Become Idea-Centered, NotConsumer-Centered. Part 3: Applying the Challenger Program. 13. Writing the Challenger Program: The Two-Day Off-Site. 14. The Scope of the Lighthouse Keeper. Part 4: Mind-Set, Culture, and Risk. 15. Challenger as a State of Mind: Staying Number One MeansThinking Like a Number Two. 16. Risk, Will, and the Circle of Rope. References and Sources. Acknowledgments for the Second Edition. Photo Credits. Index.
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