Eating the Big Fish： How Challenger Brands Can Compete Against Brand Leaders,2 edition 吃掉大鱼：角逐大品牌，第2版

作者： Adam Morgan著

出 版 社：

出版时间： 2009-2-1字数：版次： 1页数： 336印刷时间：开本： 16开印次： 1纸张：I S B N ： 9780470238271包装： 精装内容简介

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.

目录

Preface

Foreword by Antonio Lucio

Part 1: The Size and Nature of the Big Fish

1. The Law of Increasing Returns

2. The Consumer Isn't

3. What Is a Challenger Brand?

Part 2: The Eight Credos of Successful Challenger Brands

4. The First Credo: Intelligent Naivety

5. Monsters and Other Challenges: Gaining Clarity on the Center

6. The Second Credo: Build a Lighthouse Identity

7. The Third Credo: Take Thought Leadership of the Category

8. The Fourth Credo: Create Symbols of Re-Evaluation

9. The Fifth Credo: Sacrifice

10. The Sixth Credo: Overcommit

11. The Seventh Credo: Using Communications and Publicity to Enter Social Culture

12. The Eight Credo: Become Idea-Centered, Not Consumer-Centered

Part 3: Applying the Challenger Program

13. Writing the Challenger Program: The Two-Day Off-Site

14. The Scope of the Lighthouse Keeper

Part 4: Mind-Set, Culture, and Risk

15. Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two

16. Risk, Will, and the Circle of Rope

References and Sources

Acknowledgments for the Second Edition

Photo Credits

Index