Eating the Big Fish
How Challenger Brands Can Compete Against Brand Leaders
Praise for Eating The Big Fish Eating the Big Fish is on fire with ideas. Best in the marketplace. -Steve Hayden, Vice Chairman, Ogilvy Worldwide Adam 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 States My bedtime reading when we were setting up innocent. -Richard Reed, cofounder, innocent I d…
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Produktdetails
- ISBN: 978-0-470-40997-8
- EAN: 9780470409978
- Produktnummer: 13924263
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2009
- Seitenangabe: 368 S.
- Plattform: PDF
- Masse: 2'886 KB
- Auflage: 2. Aufl.
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.
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