Eating the big fish : how challenger brands can complete against brand leaders /
Eating the big fish : how challenger brands can complete against brand leaders / Adam Morgan - 2nd ed., [Rev. & expanded] - Hoboken, N.J. : Wiley, 2009 - xxiv, 336 p. : ill. ; 24 cm.
Includes bibliographical references (p. 315-319) and index
9780470238271 EGP171.00
Product management
Brand name products -- Management
New products