Eating the big fish : how challenger brands can compete against brand leaders
Morgan, Adam, 1969-2009
Books
This work offers advice, examples and information for competing effectively with name brands. The author defines the various types of challenger brands, and then discusses the brand and advertising strategies of the most successful of these brands.
Main title:
Author:
Edition:
2nd ed., [Rev. & expanded].
Imprint:
Hoboken, N.J. : Wiley ; Chichester : John Wiley [distributor], c2009.
Collation:
xxiv, 336 p. : ill. ; 24 cm.
Notes:
Formerly CIP. UkIncludes bibliographical references (p. 315-319) and index.
ISBN:
9780470238271 (hbk)
Dewey class:
658.827
Local class:
658.827
Language:
English
BRN:
761106