Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book S.)
By Adam Morgan.
Description
"Eating the Big Fish is on fire with ideas.Best in the marketplace." -Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather"In 1986, the Levi's? Dockers? brand challenged the biggest fish in the men's apparel sea, Haggar. And we beat the pants off them! In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals." -Steve Goldstein, V.P. Marketing & Research, Levi's Brand U.S.A.Years ago, Avis was a little fish in the car rental ind...
ISBN(s)
0471242098, 9780471242093
