Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders
Morgan, Adam
ISBN 10: 0471242098 ISBN 13: 9780471242093
Verlag: Wiley & Sons, Incorporated, John, 1999
Gebraucht
Hardcover
Verkäufer
Better World Books Ltd, Dunfermline, Vereinigtes Königreich
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Beschreibung
Beschreibung:
Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Bestandsnummer des Verkäufers 3299568-6
Inhaltsangabe:
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.
Über die Autorin bzw. den Autor: ADAM MORGAN is Joint European Planning Director of TBWA, one of the world's largest advertising agencies, whose clients include Absolut, Taco Bell, Nissan, Energizer, and Apple. Most recently, as Planning Director, North America for TBWA Chiat/Day, he has worked on the launch or relaunch of Challengers in markets as diverse as airlines (Virgin Atlantic) and video games (Sony Playstation), across the United States, Europe, and Latin America. Founder of the Challenger Project, a continually evolving worldwide study of Challenger brands (of which Eating the Big Fish is the first output), he has lectured on Challengers to audiences as diverse as American advertising directors, Portuguese business graduates, and the Global Marketing Conference in London.
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Bibliografische Details
Titel: Eating the Big Fish : How Challenger Brands ...
Verlag: Wiley & Sons, Incorporated, John
Erscheinungsdatum: 1999
Einband: Hardcover
Zustand: Good
Auflage: 1st Edition.