Morgan, Adam. <br/><br/>
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. 
<br/><br/>Includes bibliographical references (p. 315-319) and index. 
<br/><br/> Provides strategies to help start-up brands increase their profile and profitability against larger competitors in the marketplace; and includes easy-to-follow examples. 
<br/><br/> Adult  Follett Library Resources. 
<br/><br/>
<br/><br/><label>ISBN: </label>9780470238271 (trade) 0470238275 
<br/><br/><label>LCCN: </label>2008022827 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product management.<br/>Brand name products--Management.<br/>New products.<br/>Product management.<br/>Brand name products--Management.<br/>New products.
<br/><br/><label>LC Class. No.: </label>HF5415.15  / .M67 2009 
<br/><br/><label>Dewey Class. No.: </label>658.8/27