What Seth Godin said about Eating the Big Fish...

Eating the Big Fish by Adam Morgan

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Author: Adam Morgan
Other books by Adam Morgan
ISBN: 0470238275
ASIN: 0470238275
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Category: Branding
More books Seth recommended in 2009

In 2009, Seth recommended "Eating the Big Fish" by Adam Morgan and said...

This isn't a book about Japanese food. Instead, it's a thought provoking read about how to think about marketing and how to compete with a major competitor.

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4.0 rating based on 652 ratings (all editions)

ISBN-10: 0470238275
ISBN-13: 9780470238271
Goodreads: 5864307

Author(s):Publisher: Wiley
Published: 12/1/2008

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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