Coverart for item
The Resource Eating the big fish : how challenger brands can compete against brand leaders, Adam Morgan

Eating the big fish : how challenger brands can compete against brand leaders, Adam Morgan

Label
Eating the big fish : how challenger brands can compete against brand leaders
Title
Eating the big fish
Title remainder
how challenger brands can compete against brand leaders
Statement of responsibility
Adam Morgan
Creator
Subject
Language
eng
Summary
  • Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising - and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish. Instead of watching - and copying - every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader
  • Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years - new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources
  • He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish
Cataloging source
DLC
http://library.link/vocab/creatorDate
1969-
http://library.link/vocab/creatorName
Morgan, Adam
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HF5415.15
LC item number
.M67 1999
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Product management
  • Brand name products
  • New products
Label
Eating the big fish : how challenger brands can compete against brand leaders, Adam Morgan
Instantiates
Publication
Bibliography note
Includes bibliographical references (pages 274-276) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • pt. II.
  • The Eight Credos of Successful Challenger Brands.
  • 4.
  • The First Credo: Break with Your Immediate Past.
  • 5.
  • The Second Credo: Build a Lighthouse Identity.
  • 6.
  • The Third Credo: Assume Thought Leadership of the Category.
  • 7.
  • The Fourth Credo: Create Symbols of Reevaluation.
  • pt. I.
  • 8.
  • The Fifth Credo: Sacrifice.
  • 9.
  • The Sixth Credo: Overcommit.
  • 10.
  • The Seventh Credo: Use Advertising and Publicity as a High-Leverage Asset.
  • 11.
  • The Eighth Credo (Part 1): Become Idea-Centered, Not Consumer-Centered.
  • 12.
  • The Eighth Credo (Part 2): Flying Unstable.
  • The Size and Nature of the Big Fish.
  • 13.
  • The Relationship between the Eight Credos
  • 1.
  • More Blood from a Smaller Stone.
  • 2.
  • The Consumer Isn't.
  • 3.
  • What Is a Challenger Brand?
Control code
39368390
Dimensions
24 cm
Extent
xvii, 286 pages
Isbn
9780471242093
Isbn Type
(cloth : alk. paper)
Lccn
98028267
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
Label
Eating the big fish : how challenger brands can compete against brand leaders, Adam Morgan
Publication
Bibliography note
Includes bibliographical references (pages 274-276) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • pt. II.
  • The Eight Credos of Successful Challenger Brands.
  • 4.
  • The First Credo: Break with Your Immediate Past.
  • 5.
  • The Second Credo: Build a Lighthouse Identity.
  • 6.
  • The Third Credo: Assume Thought Leadership of the Category.
  • 7.
  • The Fourth Credo: Create Symbols of Reevaluation.
  • pt. I.
  • 8.
  • The Fifth Credo: Sacrifice.
  • 9.
  • The Sixth Credo: Overcommit.
  • 10.
  • The Seventh Credo: Use Advertising and Publicity as a High-Leverage Asset.
  • 11.
  • The Eighth Credo (Part 1): Become Idea-Centered, Not Consumer-Centered.
  • 12.
  • The Eighth Credo (Part 2): Flying Unstable.
  • The Size and Nature of the Big Fish.
  • 13.
  • The Relationship between the Eight Credos
  • 1.
  • More Blood from a Smaller Stone.
  • 2.
  • The Consumer Isn't.
  • 3.
  • What Is a Challenger Brand?
Control code
39368390
Dimensions
24 cm
Extent
xvii, 286 pages
Isbn
9780471242093
Isbn Type
(cloth : alk. paper)
Lccn
98028267
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations

Library Locations

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      38.944491 -92.326012
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