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Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders20005Adam Morgan. Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders. New York: John Wiley and Sons 1999. 286pp., ISBN: 0471242098 US$29.95 hardback

Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders20005Adam Morgan.... http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing CrossRef

Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders20005Adam Morgan. Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders. New York: John Wiley and Sons 1999. 286pp., ISBN: 0471242098 US$29.95 hardback

Journal of Consumer Marketing , Volume 17 (4): 358-372 – Jul 1, 2000

Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders20005Adam Morgan. Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders. New York: John Wiley and Sons 1999. 286pp., ISBN: 0471242098 US$29.95 hardback

Journal of Consumer Marketing , Volume 17 (4): 358-372 – Jul 1, 2000

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Publisher
CrossRef
ISSN
0736-3761
DOI
10.1108/jcm.2000.17.4.358.5
Publisher site
See Article on Publisher Site

Abstract

Journal

Journal of Consumer MarketingCrossRef

Published: Jul 1, 2000

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