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

Morgan, Adam

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Éditeur
John Wiley & Sons Ltd
Pages
368
Parution
mars 2009
Format
Cartonné
Langue
Anglais
Dimensions
234 × 159 × 31 cm
EAN
9780470238271
  • Résumé

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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