Eating The Big Fish How Challenger Brands Can Compete Against Brand Leaders Second Edition Adam Morganauth by Adam Morgan(auth.) 9780470238271, 9781118257944, 0470238275, 1118257944 instant download after payment.

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.Content:
Chapter 1 The Law of Increasing Returns (pages 1–12):
Chapter 2 The Consumer Isn't (pages 13–23):
Chapter 3 What Is a Challenger Brand? (pages 24–32):
Chapter 4 The First Credo: Intelligent Naivety (pages 33–60):
Chapter 5 Monsters and Other Challenges: Gaining Clarity on the Center (pages 61–79):
Chapter 6 The Second Credo: Build a Lighthouse Identity (pages 80–108):
Chapter 7 The Third Credo: Take Thought Leadership of the Category (pages 109–133):
Chapter 8 The Fourth Credo: Create Symbols of Re?evaluation (pages 134–155):
Chapter 9 The Fifth Credo: Sacrifice (pages 156–170):
Chapter 10 The Sixth Credo: Overcommit (pages 171–188):
Chapter 11 The Seventh Credo: Using Communications and Publicity to Enter Social Culture (pages 189–217):
Chapter 12 The Eighth Credo: Become Idea?Centered, Not Consumer?Centered (pages 218–239):
Chapter 13 Writing the Challenger Program: The Two?Day Off?Site (pages 241–269):
Chapter 14 The Scope of the Lighthouse Keeper (pages 270–290):
Chapter 15 Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two (pages 291–302):
Chapter 16 Risk, Will, and the Circle of Rope (pages 303–314):