Eating The Big Fish

Eating the Big Fish, How Challenger Brands Can Compete Against BrandLeaders, 2nd Revised edition--------------------------------------------------EATING THE BIG FISH : How Challenger Brands Can Compete Against BrandLeaders, Second Edition, Revised and Expanded The second edition ofthe international bestseller, now revised and updated for 2009, justin time for the business challenges ahead. It contains over 25 newinterviews and case histories, two completely new chapters, introducesa new typology of 12 different kinds of Challengers, has extensiveupdates of the main chapters, a range of new exercises, supplies weblinksto view interviews online and offers supplementary downloadable information.--------------------------------------------------Author Biography: ADAM MORGAN is a partner in eatbigfish (www.eatbigfish.com),an international brand and marketing consultancy specializing in Challengerbrand strategy, behavior, and culture. Previously an executive withTBWAChiatDay, one of the world's largest advertising agencies, he hasworked with clients like IKEA, Unilever, Virgin, and Apple. He andhis partners together run The Challenger Project, the evolving researchinto how Challenger brands think and behave, on which their thinking,writing, and speaking is based.