Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan.

Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan.

xvii, 286 pages : illustrations ; 24 cm.

0471242098
9780471242093 cloth
9780470238271 cloth

K 332 MOR.E

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.

Includes bibliographical references (pages 274-276) and index.

Adweek.

New York : John Wiley, c1999.

eng