@article{13603,
      author = {Morgan, Adam,},
      url = {http://tind.wipo.int/record/13603},
      title = {Eating the big fish : how challenger brands can compete  against brand leaders /},
      abstract = {Years ago, Avis was a little fish in the car rental  industry. Fearing the company would be swallowed up if they  didn't "try harder," Avis boldly announced its #2 status to  the world through advertising - and the rest is history.  Why has this approach become a marketing legend? Because  there are more people who can relate to being #2, 3, or  even 4, than can claim they know what it's like to be the  Big Fish. Instead of watching - and copying - every move  the Big Fish makes, these "Challenger" brands need their  own set of marketing rules if they have any hopes of  staying afloat and competing effectively against the  leader.},
      recid = {13603},
      pages = {xvii, 286 pages :},
}