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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Second Edition)
£20.90£26.60 (-21%)
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.
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by J. Baker
Recommended to me by Gav the challenger – you know who you are.
As much as you can’t become a challenger just by reading a book, this is a bloody good start and guide-rail for when you do default back to mundane mainstream, albeit temporarily.
by michael harris
I have significant business experience, but not any at all in consumer marketing.
This book is quite useful in pointing out via examples how a consumer brand should “think” in order to get noticed, to create traction in the market, in order to have a chance against potentially larger and much more established brands.
There is no simple recipe nor answer, but it is quite thought-provoking and in fact therefore pretty useful.
He has developed some sort of conceptual model which I personally don’t need much nor find too useful – having been a management consultant with a famous consultancy in my distant past – but the practical examples and comments are good.
by Nikolaj Denmark
This is in my humble opinion the best book in challenger behaviour written by the godfather of this revolutionary marketing thinking Adam Morgan.
Put very simple other books like appraised Kevin Robert’s Lovemarks stress the importance of an emotional connection in B2C relations. Fair enough but this finding is the easy part. How to do it is much more tricky.
Eating the Big Fish gives you the blue print to accomplish this. Am on my fourth copy (all worn out with underlining and comments) and Adam Morgan’s brilliant thinking has been the foundations of all my companies since I first read the first edition more than 10 years ago. I cannot express my die hard excitement strong enough.
Actually when I come to think about it – maybe I should instead encourage you to not read this book. Because then I potentially loose my competitive edge..:)
However, some sort of poetic justice and my deep appreciation for Eating The Big Fish encourage my to tell the truth: The best book and not by coincidence the foundation on which successful companies like Innocent and Method created their storytelling.
by Paul Sloane
Adam Morgan sets out to show how smaller players can challenge the market leaders with creative marketing strategies. He succeeds brilliantly and in doing so feeds us some provocative ideas. His examples and case studies are highly instructive. The book will stimulate you to think about your marketing strategies and give you pointers for using innovation to power market share growth. A terrific read for anyone interested in business strategy, marketing or innovation.
by VSH
The best business book Ive read to date. And Ive read quite a few!
by michael cash
Expertly anecdotal
by Alasdair McColl
Great book outlining how small companies can use their skill and agility to beat the dark force that is Amazon????????
by Daniel Marshall
A great read and definately helps to review ones position in a given market.
Would recommend to anyone with a small business.
D