Eating the Big Fish

<b>EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded</b> <p>The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.</p> <p>It 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 weblinks to view interviews online and offers supplementary downloadable information.</p>