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Sganzini 210 $aLugano$cTipografia La Commerciale$d1952- 215 $av.$d30 cm 327 0 $a1.1: fasc. 1: A-Agnesa$a2.1: Bab-Bluzcar$a2.2: Bò-Bzögn$a3.: Ca-Capuzola. - 1991-1998$aSupplemento : abbreviazioni, bibliografia, tabella fonetica / a cura di Dario Petrini. - 1990$a37.: Indici 610 0 $aDialetti$aSvizzera italiana$aDizionari 676 $a457.9949478 702 1$aSpiess,$bFederico 702 1$aSganzini,$bSilvio 801 0$aIT$bUNINA$gRICA$2UNIMARC 901 $aBK 912 $a990004311330403321 952 $a457.994 DSI 1 (1)$bFil. mod. 5441$fFLFBC 952 $a457.994 DSI 1 (2.1)$bGlott. 509$fFLFBC 952 $a457.994 DSI 1 (2.2)$bFil. mod. 4856$fFLFBC 952 $a457.994 DSI 1 (3)$bFil. mod. 5113$fFLFBC 952 $a457.994 DSI 1 (SUPPL.)$bfil.mod. 4536$fFLFBC 952 $a457.994 DSI 1 (IND.)$bFil. mod. 4856$fFLFBC 959 $aFLFBC 996 $aVocabolario dei dialetti della Svizzera italiana$9488026 997 $aUNINA LEADER 03936nam 2200649 a 450 001 9910830619103321 005 20230721021657.0 010 $a0-470-52775-7 010 $a1-282-11291-0 010 $a9786612112911 010 $a1-118-25794-4 010 $a0-470-40995-9 010 $a0-470-40997-5 035 $a(CKB)1000000000764423 035 $a(EBL)427803 035 $a(OCoLC)476270905 035 $a(SSID)ssj0000142701 035 $a(PQKBManifestationID)11148431 035 $a(PQKBTitleCode)TC0000142701 035 $a(PQKBWorkID)10096789 035 $a(PQKB)11635994 035 $a(MiAaPQ)EBC427803 035 $a(EXLCZ)991000000000764423 100 $a20080522d2009 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aEating the big fish$b[electronic resource] $ehow challenger brands can compete against brand leaders /$fAdam Morgan 205 $a2nd ed. 210 $aHoboken, N.J. $cWiley$dc2009 215 $a1 online resource (363 p.) 300 $aDescription based upon print version of record. 311 $a0-470-23827-5 320 $aIncludes bibliographical references (p. 315-319) and index. 327 $aEATING 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 BRANDS 327 $aChapter 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-CENTERED 327 $aPart 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; Index 330 $aEATING 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. 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