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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What others thought about "Eating the Big Fish"
4.0 rating based on 681 ratings (all editions)
Author(s): Publisher: Wiley
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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