A short summary of "Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders". A study of 50 Challenger Brands around the globe identifying the commonalities in their approach to brand development. The 8 Credos of Challenger brand thinking cover preparing the right mindset, strategy development, in market behaviour and maintaining success.
- ISBN10 1447699378
- ISBN13 9781447699378
- Publish Date 12 September 2011
- Publish Status Active
- Publish Country GB
- Imprint Lulu.com
- Format eBook
- Language English