Eating the Big Fish

Genre: Business

Eating the Big FishHow Challenger Brands Can Compete Against Brand Leaders

Performed by:
A. T. Chandler

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and ExpandedThe second edition of the international bestseller, now revised and updated, 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.

Unabridged recording:
Run time: 12 hours
Media Options:
  • Retail Trade: MP3-CD
  • Library Editions:

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Author
Adam Morgan

Biography:
Adam Morgan is a partner in eatbigfish (www.eatbigfish.com), an international brand and marketing consultancy specializing in Challenger brand strategy, behavior, and culture. Previously an executive with TBWA\Chiat\Day, one of the world’s largest advertising agencies, he has worked with clients like IKEA, Unilever, Virgin, and Apple. He and his partners together run The Challenger Project, the evolving research into how Challenger brands think and behave, on which their thinking, writing, and speaking is based.
Narrator
A. T. Chandler

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