04079nam 2200709 a 450 991101992930332120200520144314.097866121129119780470527757047052775797812821129191282112910978111825794411182579449780470409954047040995997804704099780470409975(CKB)1000000000764423(EBL)427803(OCoLC)476270905(SSID)ssj0000142701(PQKBManifestationID)11148431(PQKBTitleCode)TC0000142701(PQKBWorkID)10096789(PQKB)11635994(MiAaPQ)EBC427803(Perlego)1006497(EXLCZ)99100000000076442320080522d2009 uy 0engur|n|---|||||txtccrEating the big fish how challenger brands can compete against brand leaders /Adam Morgan2nd ed., [Rev. & expanded].Hoboken, N.J. Wileyc20091 online resource (363 p.)Description based upon print version of record.9780470238271 0470238275 Includes bibliographical references (p. 315-319) and index.EATING THE BIG FISH: How Challenger Brands Can Compete Against Brand Leaders; Contents; Preface; THE NUMBER OF BRANDS OPENLY ADOPTING A CHALLENGER STANCE; THE DIVERSITY OF CHALLENGER STANCES; THE CHALLENGE TO THE FUNDAMENTAL WAY WE THINK ABOUT LONG-ESTABLISHED CATEGORIES; A STRATEGIC MODEL, WITH SOME CONSISTENT PRINCIPLES; CHANGING CRITERIA; AN OVERVIEW OF THE FLOW; Foreword; Part I: THE SIZE AND NATURE OF THE BIG FISH; Chapter 1: THE LAW OF INCREASING RETURNS; Chapter 2: THE CONSUMER ISN'T; Chapter 3: WHAT IS A CHALLENGER BRAND?; Part II: THE EIGHT CREDOS OF SUCCESSFUL CHALLENGER BRANDSChapter 4: THE FIRST CREDO: INTELLIGENT NAIVETYChapter 5: MONSTERS AND OTHER CHALLENGES: GAINING CLARITY ON THE CENTER; Chapter 6: THE SECOND CREDO: BUILD A LIGHTHOUSE IDENTITY; Chapter 7: THE THIRD CREDO: TAKE THOUGHT LEADERSHIP OF THE CATEGORY; Chapter 8: THE FOURTH CREDO: CREATE SYMBOLS OF RE-EVALUATION; Chapter 9: THE FIFTH CREDO: SACRIFICE; Chapter 10: THE SIXTH CREDO: OVERCOMMITMENT; Chapter 11: THE SEVENTH CREDO: USING COMMUNICATIONS AND PUBLICITY TO ENTER SOCIAL CULTURE; Chapter 12: THE EIGHTH CREDO: BECOME IDEA-CENTERED, NOT CONSUMER-CENTEREDPart III: APPLYING THE CHALLENGER PROGRAMChapter 13: WRITING THE CHALLENGER PROGRAM: THE TWO-DAY OFF-SITE; Chapter 14: THE SCOPE OF THE LIGHTHOUSE KEEPER; Part IV: MIND-SET, CULTURE, AND RISK; Chapter 15: CHALLENGER AS A STATE OF MIND: STAYING NUMBER ONE MEANS THINKING LIKE A NUMBER TWO; Chapter 16: RISK, WILL, AND THE CIRCLE OF ROPE; References and Sources; Acknowledgments for the Second Edition; Photo Credits; IndexEATING 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.Product managementBrand name productsManagementNew productsProduct management.Brand name productsManagement.New products.658.8/27Morgan Adam1840007MiAaPQMiAaPQMiAaPQBOOK9911019929303321Eating the big fish4419467UNINA01034nam0 22002651i 450 UON0047294120231205105213.95620170119d1914 |0itac50 baitaIT|||| |||||Lectura Dantisil canto 4. dell'Infernoletto da Luigi Valli nella Sala di Dante in OrsanmicheleFirenzeG. C. Sansoni191439 p.25 cm.valore stimatoIT-UONSI ITAIII/0234Alighieri DanteDivina CommediaUONC042754FIITFirenzeUONL000052VALLILuigiUONV233784179672G. C. Sansoni EditoreUONV282109650ITSOL20250912RICASIBA - SISTEMA BIBLIOTECARIO DI ATENEOUONSIUON00472941SIBA - SISTEMA BIBLIOTECARIO DI ATENEOSI ITA III 0234 SI MR 43518/6 7 0234 valore stimatoLectura Dantis1739470UNIOR