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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. 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.
606   $aProduct management
606   $aBrand name products$xManagement
606   $aNew products
608   $aElectronic books.
615  0$aProduct management.
615  0$aBrand name products$xManagement.
615  0$aNew products.
676   $a658.8
676   $a658.8/27
676   $a658.827
700   $aMorgan$b Adam$0972065
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801  1$bMiAaPQ
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906   $aBOOK
912   $a9910143138203321
996   $aEating the big fish$92210124
997   $aUNINA