Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 2nd Edition

A revised and updated version of the classic book on what it takes for small brands to eat the big tuna.

Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers. But Adam Morgan's classic is still the best and most definitive study of the way challenger brands take on and defeat bigger competitors, and this 50,000-copy bestseller has been tremendously influential in the marketing and advertising arenas. For this new edition the author has interviewed 30 fresh challengers, and explores today's radically different marketing environment.