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A revised and updated version of the classic book on what it takes for small brands to eat the big tunaSince Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers. But Adam Morgan's classic is still the best and most definitive study of the way challenger brands take on and defeat bigger competitors, and this 50,000-copy bestseller has been tremendously influential in the marketing and advertising arenas. For this new edition the author has interviewed 30 fresh challengers, and explores today's radically different marketing environment.Adam Morgan (United Kingdom) is founder of eatbigfish, an international brand and marketing strategy consultancy with offices in the UK, US, and New Zealand. He runs workshops for companies of challenger brands and has appeared on CNNfn and Sky Business News as the industry expert on challenger brands.
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