TY  - GEN
N2  - 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.
AB  - 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.
T1  - Eating the big fish :how challenger brands can compete against brand leaders /
AU  - Morgan, Adam,
CN  - HF5415.15
ID  - 13603
KW  - New products.
KW  - Produits nouveaux.
KW  - Produits commerciaux
KW  - Produits de marque
KW  - Brand name products
KW  - Product management.
KW  - MARKETING
KW  - WELL-KNOWN MARKS
KW  - BRANDS
KW  - ADVERTISING
KW  - TRADEMARKS
KW  - Produits commerciaux.
SN  - 0471242098
TI  - Eating the big fish :how challenger brands can compete against brand leaders /
ER  -