by Adam Morgan · Wiley · tapa dura · ISBN 9780471242093
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«Eating the Big Fish» is Adam Morgan's business essay, published by Wiley in hardback (304 pages, in English).
The book analyzes how brands that do not lead their category, the «challenger brands», can compete against leaders with fewer resources. Adam Morgan examines forty success cases, such as Avis, and proposes eight credos, including building a lighthouse identity and assuming thought leadership of the category.
The full title of the work is «Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders»; the book was first published in 1999.
Aimed at marketing and advertising professionals, and at teams working with brands in secondary positions in their category.
