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000013603 1001_ $$aMorgan, Adam,$$d1969-$$eauthor.
000013603 24510 $$aEating the big fish :$$bhow challenger brands can compete against brand leaders /$$cAdam Morgan.
000013603 264_1 $$aNew York :$$bJohn Wiley,$$cc1999.
000013603 300__ $$axvii, 286 pages :$$billustrations ;$$c24 cm.
000013603 336__ $$atext$$btxt$$2rdacontent
000013603 337__ $$aunmediated$$bn$$2rdamedia
000013603 338__ $$avolume$$bnc$$2rdacarrier
000013603 4901_ $$aAdweek
000013603 504__ $$aIncludes bibliographical references (pages 274-276) and index.
000013603 5050_ $$aThe Size and Nature of the Big Fish -- The Eight Credos of Successful Challenger Brands -- Using the Challenger Strategic Program.
000013603 520__ $$aYears ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising - and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish. Instead of watching - and copying - every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader.
000013603 650_0 $$aNew products.
000013603 650_6 $$aProduits nouveaux.
000013603 650_6 $$aProduits commerciaux$$xGestion.
000013603 650_6 $$aProduits de marque$$xGestion.
000013603 650_0 $$aBrand name products$$xManagement.
000013603 650_0 $$aProduct management.
000013603 650_4 $$aMARKETING
000013603 650_4 $$aWELL-KNOWN MARKS
000013603 650_4 $$aBRANDS
000013603 650_4 $$aADVERTISING
000013603 650_4 $$aTRADEMARKS
000013603 650_6 $$aProduits commerciaux.
000013603 830_0 $$aAdweek.
000013603 903__ $$v1
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000013603 952__ $$w2006-11-03$$p2004-0628$$r25.00$$u15241$$bMAIN$$10$$kK 332 MOR.E$$v2004-11-25$$ztagged$$71
000013603 980__ $$aBIB
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