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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders | 
 enlarge | Author: Adam Morgan
Publisher: Wiley
Category: Book
List Price: $29.95
Buy New: $19.77
You Save: $10.18 (34%)
Rating:  23 reviews
Sales Rank: 150446
Media: Hardcover
Edition: 2
Pages: 368
Number Of Items: 1
Shipping Weight (lbs): 1.7
ISBN: 0470238275
Dewey Decimal Number: 658.827
EAN: 9780470238271
ASIN: 0470238275
Publication Date: December 31, 2008 (In 29 Days)
Shipping: Eligible for Super Saver Shipping
Availability: Not yet published
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Product Description
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. But Adam Morgan's classic is still the best and most definitive study of the way challenger brands take on and defeat bigger competitors, and this 50,000-copy bestseller has been tremendously influential in the marketing and advertising arenas. For this new edition the author has interviewed 30 fresh challengers, and explores today's radically different marketing environment.
Adam Morgan (United Kingdom) is founder of eatbigfish, an international brand and marketing strategy consultancy with offices in the UK, US, and New Zealand. He runs workshops for companies of challenger brands and has appeared on CNNfn and Sky Business News as the industry expert on challenger brands.
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| Customer Reviews: Read 18 more reviews...
Break your own balls January 29, 2008
carolineliza (Sydney, Australia)
This book is about breaking through into a world where you don't accept number two status but you focus every element of your business into being the best of your own category.
Don't accept that this book is just for marketing executives, it should be read by everyone in business to comprehend how crucial it is to change your way of thinking. The entire book is summed up on page 264, where there is a clear four stage process outlined visually. The book is full of stories to illuminate Morgan's theories and outlines 'think tank' processes in order for your business no matter how big or small to 'break with your immediate past' and forge a new way of doing things.
Brilliant book that changed the way I approached business and marketing. I'd not have the drive and success without it.
fantastic read July 21, 2006
Z. Pritchett (Austin, TX)
This book did great things for my understanding of a challenger brands greatest strengths and strategies. Not to turn this into a forum, I have a few questions though: Does anyone know more about Adam Morgan? Did he work for TBWA? Any other agencies? What was his discipline? Any info would help.
one of the best marketing books available August 31, 2005
J. Malnar (Zagreb Croatia)
2 out of 2 found this review helpful
I own (oooooh) probably between 80 and 100 books on marketing, some are obligatory read for my masters in marketing, some are handpicked in stores and on amazon and I stand by the title of my review. What can you take out from this book: YOU CAN compete with big brands, there are attitudes and ways of running your business that can knock down the goliath in your industry, and this book explains how, giving numerous examples from various industries. Only negative, if I can call it that, is author's writing style, which was rather hard for me, but then again, I am croatian, so it could be my english, not mr Morgan's :). A MUST!! have.
Demolish the 3-piece suits that stand in your way August 9, 2005
Cheap Shopper (Earth)
1 out of 1 found this review helpful
I don't know how to explain the insightful ideas I have taken from this book.
I have read tens of books on branding and how to gain a competitive advantage, yet none were as ground breaking as "Eating the Big Fish".
While others will tell you "what" marketing approaches they used...this one explains the "why".
I got my copy almost free using a coupon from UnderTag.com
 Insightful! June 9, 2004
Rolf Dobelli (Luzern Switzerland)
1 out of 1 found this review helpful
Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.
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