Eating the big fish :
Morgan, Adam.
Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan. - 2nd ed., Rev. & expanded. - Hoboken, N.J. : Wiley, c2009. - 336 p. : ill ; 24 cm.
Includes bibliographical references (p. 315-319) and index.
Provides strategies to help start-up brands increase their profile and profitability against larger competitors in the marketplace; and includes easy-to-follow examples.
Adult Follett Library Resources.
9780470238271 (trade) 0470238275
2008022827
Product management.
Brand name products--Management.
New products.
Product management.
Brand name products--Management.
New products.
HF5415.15 / .M67 2009
658.8/27
Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan. - 2nd ed., Rev. & expanded. - Hoboken, N.J. : Wiley, c2009. - 336 p. : ill ; 24 cm.
Includes bibliographical references (p. 315-319) and index.
Provides strategies to help start-up brands increase their profile and profitability against larger competitors in the marketplace; and includes easy-to-follow examples.
Adult Follett Library Resources.
9780470238271 (trade) 0470238275
2008022827
Product management.
Brand name products--Management.
New products.
Product management.
Brand name products--Management.
New products.
HF5415.15 / .M67 2009
658.8/27