FRED (Den Haag): Open tot 21:00 uur
CENTRUM (Den Haag): Open tot 18:00 uur
DELFT: Open tot 18:00 uur
MALL: Open tot 20:00 uur
  1. Home
  2. > Boeken
  3. > Studieboeken
  4. > Bedrijfskunde

Eating the Big Fish

Adam Morgan
€ 24,95
Lees meer over het Paagman Privilege Programma  prijs v.a. € 21,21
Extra voordeel
Verwachte levertijd:
2 - 3 werkdagen.
Op bestelling
(2-3 werkdagen)
Eating the Big Fish
Adam Morgan

Omschrijving

how challenger brands can compete against brand leaders
Once upon a time, spirited David challenged the towering Goliath. Forty years ago, rental car company Avis challenged Hertz the big fish in its industry and won a larger, more profitable share of the market by "trying harder." Today, Challengers such as method, JetBlue, Nintendo Wii, and Linux successfully compete with much bigger brands in their markets by redefining in their favor the criteria consumers use to make choices. The leaders in any market are never in reality invulnerable; they just seem that way before a smart, focused, Challenger brand takes them on.

Updated and revised with additional chapters and thirty new examples of Challenger brands in action, the Second Edition of Eating the Big Fish reflects recent developments in the marketplace and media since the publication of the bestselling and influential first edition. Author Adam Morgan who, with his company, has researched and worked with Challengers over the last decade presents and analyzes the effective marketing tactics Challenger brands use to raise their profiles and take market share.

Morgan provides practical advice and plentiful, easy to follow examples to show how a Challenger brand can get noticed and steal customers from competitors with much bigger advertising and marketing budgets. He presents eight Challenger credos that stress bringing a fresh perspective to market, building a prominent and emotionally appealing identity, implementing a pervasive communication strategy, and focusing intently on ideas rather than consumers.

This new edition explores what needs to change and what needs to stay the same for Challenger brands in the shifting communications landscape of media, technology, and the Web. Most important, it affirms that Challenger brands are alive, well, and hungry. If you want to increase the profile and the profitability of your brand against bigger competitors, this book puts the big fish on your menu.

Lees meer Lees minder
0 Beoordelingen
Toon alle beoordelingen
Productinformatie
  • ISBN: 9780470238271
  • Auteur: Adam Morgan
  • Jaar van uitgave: 2009
  • Taal: Engels
  • Illustraties: Ja
  • Bladzijden: 336
  • Afm.: 165 x 237 x 30 mm
  • Gewicht: 571 gr
  • Artikelnummer: 1685273
Lees meer Lees minder
€ 24,95
Lees meer over het Paagman Privilege Programma  prijs v.a. € 21,21
Extra voordeel
  • Aantal Prijs per stuk
  • 1 - 9 € 24,95
  • 10 - 29 € 23,70
  • 30 + € 22,46
Verwachte levertijd:
2 - 3 werkdagen.
Op bestelling
(2-3 werkdagen)
Tevens beschikbaar
Even geduld AUB ...
Laden even geduld aub ...