- Hardcover: 304 pages
- Publisher: John Wiley & Sons (12 Feb 1999)
- Language English
- ISBN-10: 0471242098
- ISBN-13: 978-0471242093
- Product Dimensions: 23 x 15.6 x 3 cm
- Average Customer Review: 4.8 out of 5 stars See all reviews (8 customer reviews)
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Amazon Bestsellers Rank:
346,711 in Books (See Top 100 in Books)
- #41 in Books > Society, Politics & Philosophy > Social Sciences > Social Issues > Consumer Issues
- #100 in Books > Business, Finance & Law > Sales & Marketing > Product Management
- See Complete Table of Contents
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Product Description
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)
"...full of such useful ideas that a whole generation of marketing folk bang on about [it]" (Campaign, Friday 23rd November 2007)
Inside This Book
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First Sentence
In 1996-1997 the international advertising agency TBWA commissioned a piece of research among their own customers-their existing and potential client base-to look at the principal marketing challenges they saw facing them over the next five years. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
In 1996-1997 the international advertising agency TBWA commissioned a piece of research among their own customers-their existing and potential client base-to look at the principal marketing challenges they saw facing them over the next five years. Read the first page
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Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful:
5.0 out of 5 stars
A blueprint for entrepreneurial thinking,
By A Customer
This review is from: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book) (Hardcover)
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.
8 of 9 people found the following review helpful:
5.0 out of 5 stars
Powerful advice, engagingly written,
This review is from: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book) (Hardcover)
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
1 of 1 people found the following review helpful:
5.0 out of 5 stars
A Marketing Master Class,
By Paul Sloane "Author of The Innovative Leader ... (Camberley, England) - See all my reviews
This review is from: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book) (Hardcover)
Adam Morgan sets out to show how smaller players can challenge the market leaders with creative marketing strategies. He succeeds brilliantly and in doing so feeds us some provocative ideas. His examples and case studies are highly instructive. The book will stimulate you to think about your marketing strategies and give you pointers for using innovation to power market share growth. A terrific read for anyone interested in business strategy, marketing or innovation.
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