Adam Morgan: Eating the Big Fish, Gebunden

Kurzbeschreibung

A revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.

Inhaltsangabe

Preface. Foreword by Antonio Lucio. Part 1: The Size and Nature of the Big Fish. 1. The Law of Increasing Returns. 2. The Consumer Isn t. 3. What Is a Challenger Brand? Part 2: The Eight Credos of Successful Challenger Brands. 4. The First Credo: Intelligent Naivety. 5. Monsters and Other Challenges: Gaining Clarity on the Center. 6. The Second Credo: Build a Lighthouse Identity. 7. The Third Credo: Take Thought Leadership of the Category. 8. The Fourth Credo: Create Symbols of Re Evaluation. 9. The Fifth Credo: Sacrifice. 10. The Sixth Credo: Overcommit. 11. The Seventh Credo: Using Communications and Publicity to Enter Social Culture. 12. The Eight Credo: Become Idea Centered, Not Consumer Centered. Part 3: Applying the Challenger Program. 13. Writing the Challenger Program: The Two Day Off Site. 14. The Scope of the Lighthouse Keeper. Part 4: Mind Set, Culture, and Risk. 15. Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two. 16. Risk, Will, and the Circle of Rope. References and Sources. Acknowledgments for the Second Edition. Photo Credits. Index.

Rezension

"Eating the Big Fish is a lucid, well organized and well executed analysis of successful Challenger strategies...Highly recommended." (TheBookBag. co. uk, April 23rd 2009) '...a must read for anyone in marketing.' (Admap, January 2011).

Klappentext

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded

The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.

It 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, supplies weblinks to view interviews online and offers supplementary downloadable information.

Sonstiges

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