Morgan, Adam, 1969-
Eating the big fish : how challenger brands can compete against brand leaders / Morgan, Adam . - 2nd ed., [Rev. & expanded]. - Hoboken, N.J. : Wiley, c2009. - xxiv, 336 p. : ill. ; 24 cm.
Includes bibliographical references (p. 315-319) and index.
9780470238271 0470238275 (cloth)
2008022827
Product management.--School of Business and Education
Brand name products--School of Business and Education
New products.--School of Business and Education
HF 5413 / .M67 2009
HF 5413 .M67 2009
Eating the big fish : how challenger brands can compete against brand leaders / Morgan, Adam . - 2nd ed., [Rev. & expanded]. - Hoboken, N.J. : Wiley, c2009. - xxiv, 336 p. : ill. ; 24 cm.
Includes bibliographical references (p. 315-319) and index.
9780470238271 0470238275 (cloth)
2008022827
Product management.--School of Business and Education
Brand name products--School of Business and Education
New products.--School of Business and Education
HF 5413 / .M67 2009
HF 5413 .M67 2009