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Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan.
1999
K 332 MOR.E
Available at WIPO Library
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Details
Title
Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan.
Author
Morgan, Adam, 1969- author.
Description
xvii, 286 pages : illustrations ; 24 cm.
ISBN
0471242098
9780471242093 cloth
9780470238271 cloth
9780471242093 cloth
9780470238271 cloth
Alternate Call Number
K 332 MOR.E
Summary
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.
Bibliography, etc. Note
Includes bibliographical references (pages 274-276) and index.
Formatted Contents Note
The Size and Nature of the Big Fish
The Eight Credos of Successful Challenger Brands
Using the Challenger Strategic Program.
The Eight Credos of Successful Challenger Brands
Using the Challenger Strategic Program.
Series
Series
Adweek.
Published
New York : John Wiley, c1999.
Language
English
Record Appears in
all