Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders, 2nd Edition

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Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders, 2nd Edition Description

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The second edition of the international best seller, now revised and updated...

This second edition of contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies web links to view interviews online, and offers supplementary downloadable information.

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