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 necesar pentru ca brandurile mici sa manance tonul mare. De cand Wiley a publicat pentru prima data cartea ,,Eating the Big Fish" in 1999, conceptul de brand challenger a devenit o idee dominanta in randul marketerilor si agentilor de publicitate.