In Eating the Big Fish, Adam Morgan offers hands-on advice, examples, and useful information to the #2, #3, and #4 brands looking to compete effectively with the top banana. He defines the various types of "challenger brands" and then discusses the brand and advertising strategies of the most famous and successful challenger brands of the last decade.
- ISBN10 0471242098
- ISBN13 9780471242093
- Publish Date 27 January 1999
- Publish Status Out of Stock
- Out of Print 24 January 2009
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Hardcover
- Pages 304
- Language English