Eating the Big Fish

A revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.

O versiune revizuita si actualizata a cartii clasice despre ce este nevoie pentru marcile mici sa manance tonul mare De cand Wiley a publicat pentru prima data Eating the Big Fish in 1999, conceptul de brand challenger a devenit o idee dominanta in randul agentilor de marketing si al agentilor de publicitate.