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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders [Téléchargement]

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Description du produit

Revue de presse

"Eating the Big Fish is a lucid, well organized and wellexecuted analysis of successful Challenger strategies...Highlyrecommended." (, April 23rd 2009) amust read for anyone in marketing.   (Admap, January2011). --Ce texte fait référence à l'édition MP3 CD .

Présentation de l'éditeur

EATING THE BIG FISH : How Challenger Brands Can Compete AgainstBrand Leaders, Second Edition, Revised and Expanded

The second edition of the international bestseller, now revisedand updated for 2009, just in time for the business challengesahead.

It contains over 25 new interviews and case histories, twocompletely new chapters, introduces a new typology of 12 differentkinds of Challengers, has extensive updates of the main chapters, arange of new exercises, supplies weblinks to view interviews onlineand offers supplementary downloadable information.

--Ce texte fait référence à l'édition MP3 CD .

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Commentaires client les plus utiles sur (beta) (Peut contenir des commentaires issus du programme Early Reviewer Rewards) 4.6 étoiles sur 5  43 commentaires
5.0 étoiles sur 5 Down to Earth Explanation of Challenger Brand Concepts 11 août 2012
Par sparklehorse - Publié sur
Format:Relié|Achat vérifié
This is a great book for anyone in the branding, marketing or advertising industries to learn to think a little differently about branding. It's also a great resource for business owners (big or small) to ask themselves how they fit into their market and how they can learn to stand out. The beauty of the book is that it makes these ideas seem accessible for businesses at any level. Inherent in the Challenger mentality is that it doesn't take a big budget to make a difference; it just takes a big commitment. This book is a definite recommend.
4.0 étoiles sur 5 A Guide for the Rest of Us 30 octobre 2011
Par Gift Card Recipient - Publié sur
Format:Relié|Achat vérifié
This book details the realities, challenges, and opportunities of those brands that aren't the category leaders. Since missteps aren't just setbacks, but could be failures with smaller brands, it provides a perspective on how to define who/what the brand is and how to compete. I highly recommend this book for anyone in marketing, but especially those brands that have to fight to be heard over the gorilla(s) in your category.
5.0 étoiles sur 5 What I expected 13 novembre 2016
Par ivan - Publié sur
Format:Relié|Achat vérifié
Book is good, condition is great, thanks
4.0 étoiles sur 5 Great Insight! 6 novembre 2012
Par Fred Nilson - Publié sur
Format:Relié|Achat vérifié
Really enjoyed how the author encourages you to look at other businesses unrelated to your field then bring back lessons learned to your situation. Our business will be using these lessons in a strategy review for a relaunch. Highly recommend for sales and marketing people to gain a fresh perspective.
2 internautes sur 3 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 I wanted to have a breakthrough in this book....didn't happen 16 février 2013
Par Robert Kirk - Publié sur
Format:Format Kindle|Achat vérifié
I have read many leadership books the last few years and I decided to read to this book because my company is transitioning to using the "challenger" marketing system. All I can say is that I hope the marketing changes my company makes are better than this book. This is one of the most disjointed and difficult leadership books I have read. So many examples of success stories yet I felt the author never clearly states how to implement an effective marketing campaign. Just reviewing this book and not judging the success of the companies that use it, it took me a week to slog through the 300 pages and it felt like a chore just finishing the pages. This may be one of those books that have to be read a couple of times (I hope not) to really get to the core meaning. In summary, not recommended for the casual reader of leadership books.
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