Eating the big fish: how challenger brands can compete against brand leaders
Auteur :
Morgan, Adam
Éditeur :
John Wiley & Sons Inc
ISBN :
9780470238271
Date de publication :
3 mars 2009
Dimensions :
21,0 x 15,0 x 2,5 cm
Poids :
578 g
Format :
book
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.