- Unknown Binding: 304 pages
- Publisher: John Wiley & Sons Inc (E); 2 edition (3 April 2009)
- Language English
- ISBN-10: 0470409959
- ISBN-13: 978-0470409954
- Average Customer Review: 4.8 out of 5 stars See all reviews (9 customer reviews)
- See Complete Table of Contents
Eating the Big Fish
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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
--This text refers to an out of print or unavailable edition of this title.
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)
--This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
Most Helpful Customer Reviews
5 of 5 people found the following review helpful
Format: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.
9 of 10 people found the following review helpful
Format: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
It is recommended reading at this business school
1 of 1 people found the following review helpful
Format: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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Most Recent Customer Reviews
Eating the Big Fish
This is one of the best books about branding ever written. What I love about this book is the engaging nature of the narrative, presented in a way that not only examines the... Read more
Published 22 days ago by Mo Hoyt
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... Read more
Published on 15 July 2004 by Lovborg
Insightful!
Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands... Read more
Published on 9 Jun 2004 by Rolf Dobelli
Insightful!
Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands... Read more
Published on 15 Oct 2003 by Rolf Dobelli
An excellent journey up to the headwaters of Brand
This book is worth it for the ideas alone, but it has the added fascination of watching the wily Adam Morgan meticulously deploy his thinking - sobre, hype-free British prose with... Read more
Published on 17 Aug 2000 by Mr. Stuart Robert Harris
A great book
A must read for anyone involved in marketin
Published on 29 Dec 1999 by haakon@bigfoot.com
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