Product Description

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded

The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.

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.

Product Details

• Amazon Sales Rank: #7869 in Books
• Published on: 2009-03-03
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 368 pages

Amazon.co.uk Review
The title of this book comes from an advert from Avis, the car rental firm, published at a time of planned growth. It positioned Avis as a small fish being chased by a bigger one--a bigger car hire firm. They had to stay ahead or be swallowed. Morgan calls Avis and others like them "Challenger Brands" or second-raters, and he examines 40 of them in this book. His aim is to identify their common marketing strands as they find themselves in an increasingly vulnerable position. By using the lessons revealed in the book, second-raters can develop strategies to consolidate and, if they want to (they don't always), compete with the leaders. The book is divided into three sections. The relatively short opening one outlines the challenges facing the second-raters, but the real meat is in the much larger section two where Morgan lays out his Eight Credos of Challenger Brands, their key marketing features. The third and final section, again short, is very practical. It shows how any company can use the Eight Credos as part of a two day practical exercise to start improving their own market position. With wide ranging examples from both the US and Europe, Morgan stresses time and again that you can learn from those outside your own market as well as those within it. He makes his points very well indeed, revealing that second-raters will have to operate very differently from market leaders if they are to survive. --Sandra Vogel

Review
: "Although out last year, Eating the Big Fish, is one of the most stimulating books on brands and has grown to become a must read." (Marketing Business – Year′s Best Books, January 2001)

"...full of such useful ideas that a whole generation of marketing folk bang on about [it]"  (Campaign, Friday 23rd November 2007)

"Always find your brands in the slipstream of the market leaders? Well this could be the book for you." (The Drum, October 17th 2008)

Review
"Eating the Big Fish is a lucid, well organized and well executed analysis of successful Challenger strategies...Highly recommended." (TheBookBag.co.uk, April 23rd 2009)

Customer Reviews

A blueprint for entrepreneurial thinking
This book contains a concise analysis of what has made some of the most successful brands of recent time succeed. However, what makes this book special is that it lays out a series of exercises that promote innovative thinking. This process has already helped develop new ideas for one of my clients.

Powerful advice, engagingly written
This is the definitive work for the challenger brand. Every number two or three brand is tempted to copy the strategy of the number one, only with less resources. Adam Morgan makes it clear that this is the wrong approach and he gives a step by step process on the right way to attack number ones, leveraging the freedom and flexibility that challengers have. As you read each chapter, you find yourself nodding at the good sense and practicality of the alternative approach.
It is recommended reading at this business school

Ahead of the pack
I don't think it's exaggerating to call this a classic. The thinking on challenger brands is engaging, sharp and smart: it is also littered with the sort of examples that really help bring the studies to life and are of enormous practical worth. Indispensable stuff.