Eating the Big Fish: How Challenger Brand Can Compete Against Brand Leaders -2/E

Adam Morgan

Informasi Umum

Kode

15.01.846

Klasifikasi

658.827 - Use of brands and trademarks, Business names, Producer and distributor brands

Jenis

Buku - Circulation (Dapat Dipinjam)

Subjek

Brand Name Products, Brand Management, Product Management

No. Rak

Dilihat

198 kali

Informasi Lainnya

Abstraksi

This book contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises. Morgan provides practical advice and plentiful easy-to-follow examples to show how a challenger brand can get noticed and steal customers from competitors with much bigger advertising and marketing budgets.