Morgan, Adam,  1969- <br/><br/>
Eating the big fish :  how challenger brands can compete against brand leaders / 
Adam Morgan. 
 - 2nd ed., [Rev. & expanded]. 
 - Hoboken, N.J. :  Wiley,  c2009. 
 - xxiv, 336 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references (p. 315-319) and index. 
<br/><br/><label>ISBN: </label>9780470238271 (cloth) 0470238275 (cloth) 
<br/><br/><label>LCCN: </label>2008022827 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product management.--School of Business and Education<br/>Brand name products--School of Business and Education<br/>New products.--School of Business and Education
<br/><br/><label>Dewey Class. No.: </label>HF5415.15.M67 2009