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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 2nd Edition

ISBN: 978-0-470-23827-1
Hardcover
368 pages
February 2009
List Price: US $34.00
Government Price: US $18.36
Enter Quantity:   Buy
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 2nd Edition (0470238275) cover image

ADAM MORGAN is a partner in eatbigfish (www.eatbigfish.com), an international brand and marketing consultancy specializing in Challenger brand strategy, behavior, and culture. Previously an executive with TBWA\Chiat\Day, one of the world’s largest advertising agencies, he has worked with clients like IKEA, Unilever, Virgin, and Apple. He and his partners together run The Challenger Project, the evolving research into how Challenger brands think and behave, on which their thinking, writing, and speaking is based.

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