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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... Read Full Overview

"Eating the Big Fish is on fire with ideas. Best in the marketplace." -Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather "In 1986, the Levi's? Dockers? brand challenged the biggest fish in the men's apparel sea, Haggar. And we beat the pants off them! In his... Read Full Overview