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

EATING THE BIG FISH : How Challenger Brands Can Compete AgainstBrand Leaders, Second Edition, Revised and Expanded

The second edition of the international bestseller, now revisedand updated for 2009, just in time for the business challengesahead.

It contains over 25 new interviews and case histories, twocompletely new chapters, introduces a new typology of 12 differentkinds of Challengers, has extensive updates of the main chapters, arange of new exercises, supplies weblinks to view interviews onlineand offers supplementary downloadable information.

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