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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book S.)
 
 
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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book S.) (Hardcover)

by Adam Morgan (Author) "In 1996-1997 the international advertising agency TBWA commissioned a piece of research among their own customers-their existing and potential client base-to look at the principal..." (more)
Key Phrases: eight credos, challenger brand, second credo, United States, Body Shop, Lighthouse Identity (more...)
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In stock on December 7, 2008.
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