2009. 2nd Edition. Hardcover. 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. Num Pages: 368 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 237 x 161 x 30. Weight in Grams: 584. . . . . . Books ship from the US and Ireland. Bookseller Inventory # V9780470238271
Synopsis: 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.
From the Inside Flap: 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.
Title: Eating the Big Fish
Publisher: John Wiley and Sons Ltd
Publication Date: 2009
Book Condition: New
Book Description Wiley, 2009. Hardcover. Book Condition: Very Good. Ships from CA, USA with Tracking. Inspected, Complete and Guaranteed. Light wear to cover; No missing or torn pages; Binding solid. Textbooks will not include supplemental materials (if applicable), unless otherwise noted above in our description. 30-Day Satisfaction Guarantee. Bookseller Inventory # mon0000351050
Book Description Wiley & Sons, Incorporated, John. Hardcover. Book Condition: As New. This book is almost new and shows only very slight signs of wear. Bookseller Inventory # G0470238275I2N00
Book Description Wiley & Sons, Incorporated, John. Hardcover. Book Condition: As New. Book almost like new. Cover and pages are undamaged. Bookseller Inventory # G0470238275I2N00
Book Description Wiley & Sons, Incorporated, John. Hardcover. Book Condition: As New. Book appears to be new. Bookseller Inventory # G0470238275I2N00
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Book Description John Wiley and#38; Sons, 2009. HRD. Book Condition: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Bookseller Inventory # FW-9780470238271
Book Description JOHN WILEY & SONS, United Kingdom, 2008. Hardcover. Book Condition: Good. Dust Jacket Condition: Good. HARDCOVER Legendary independent bookstore online since 1994. Reliable customer service and no-hassle return policy. Business>Advertising. Book: USED, Good. Dust Jacket: Good. Bookseller Inventory # 01978047023827102. Bookseller Inventory # 01978047023827102
Book Description Wiley, 2009. Book Condition: Good. A+ Customer service! Satisfaction Guaranteed! Book is in Used-Good condition. Pages and cover are clean and intact. Used items may not include supplementary materials such as CDs or access codes. May show signs of minor shelf wear and contain limited notes and highlighting. Bookseller Inventory # 0470238275-2-4