Eating the Big Fish
How Challenger Brands Can Compete Against Brand Leaders
Praise for Eating The Big FishEating the Big Fish is on fire with ideas. Best in the marketplace.--Steve Hayden, Vice Chairman, Ogilvy WorldwideAdam Morgan's brand advice is among the most practical and useful there is. My team is responsible for helping drive the success of brands like Axe and Degree deodorant in the United States, and Eating the Big Fish has shaped our thinking, driven our teams to adopt 'Challenger' behavior, and helped us dramatically grow our market share.--Kevin George, Vice President and General Manager, Unilever United StatesMy bedtime reading when we were setting up innocent.--Richard Reed, cofounder, innocentI devou…
Mehr
CHF 32.50
Preise inkl. MwSt. und Versandkosten (Portofrei ab CHF 40.00)
V112:
Lieferbar in ca. 10-20 Arbeitstagen
Produktdetails
- ISBN: 978-0-470-23827-1
- EAN: 9780470238271
- Produktnummer: 3731828
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2009
- Seitenangabe: 368 S.
- Masse: H23.7 cm x B16.1 cm x D3.0 cm 584 g
- Auflage: 2. A.
- Gewicht: 584
Über den Autor
ADAM MORGAN is a partner in eatbigfish (www.eatbigfish.com), an international brand and marketing consultancy specializing in Challenger brand strategy, behavior, and culture. Previously an executive with TBWA\Chiat\Day, one of the world's largest advertising agencies, he has worked with clients like IKEA, Unilever, Virgin, and Apple. He and his partners together run The Challenger Project, the evolving research into how Challenger brands think and behave, on which their thinking, writing, and speaking is based.
16 weitere Werke von Adam Morgan:
Bewertungen
Anmelden