Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

Synopsis of Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

In this revised and expanded second edition of the international bestseller, Adam Morgan presents an essential guide for challenger brands looking to compete with market leaders. The book includes over 25 new interviews and case studies, two completely new chapters, and a typology of 12 different kinds of 'Challengers'. With extensive updates and new exercises, this book offers web links to view interviews online and additional downloadable information. An essential read for those looking to increase the profile and profitability of their brand against bigger competitors.