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 MorganSee more books from this Author
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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