Author: Adam Morgan
Year: 1999
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Genres/categories:
Business, Non Fiction
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ISBNs:
9781480589896
1480589896 |
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In Eating the Big Fish, Adam Morgan offers hands-on advice, examples, and useful information to the #2, #3, and #4 brands looking to compete effectively with the top banana. He defines the various types of "challenger brands" and then discusses the brand and advertising strategies of the most famous and successful challenger brands of the last decade.
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