LEADER 04079nam 2200709 a 450 001 9911019929303321 005 20200520144314.0 010 $a9786612112911 010 $a9780470527757 010 $a0470527757 010 $a9781282112919 010 $a1282112910 010 $a9781118257944 010 $a1118257944 010 $a9780470409954 010 $a0470409959 010 $a9780470409978 010 $a0470409975 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(Perlego)1006497 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 $ehow challenger brands can compete against brand leaders /$fAdam Morgan 205 $a2nd ed., [Rev. & expanded]. 210 $aHoboken, N.J. $cWiley$dc2009 215 $a1 online resource (363 p.) 300 $aDescription based upon print version of record. 311 08$a9780470238271 311 08$a0470238275 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 $aNew products 615 0$aProduct management. 615 0$aBrand name products$xManagement. 615 0$aNew products. 676 $a658.8/27 700 $aMorgan$b Adam$01840007 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9911019929303321 996 $aEating the big fish$94419467 997 $aUNINA