Eating the Big Fish
- How Challenger Brands Can Compete Against Brand Leadersaf Adam Morgan
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.
- John Wiley and Sons Ltd
- 3. Marts 2009