Eating the Big Fish by Adam Morgan
How Challenger Brands Can Compete Against Brand Leaders

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EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded

The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.

It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.


About Adam Morgan

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Adam Morgan is a writer, editor, and reviewer in Chicago whose television pilot script Liberal Arts won the 2009 New York Television Festival's Comedy Script Contest and is currently in development at Fox. He also contributes to Publishers Weekly and Bookslut and edited the past two issues of Chicago's Oyez Review.
Published April 3, 2009 by Wiley. 364 pages
Genres: Business & Economics, Professional & Technical, Education & Reference, Arts & Photography. Non-fiction

Unrated Critic Reviews for Eating the Big Fish

The Bookbag

She worked on numerous branding studies and several times saw for herself how attempts to imitate the Big Fish backfired for brands of various kinds (from margarine to political parties).

Oct 24 2009 | Read Full Review of Eating the Big Fish: How Chal...

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