Morgan, Adam <br/><br/>
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. 
<br/><br/>Includes bibliographical references (p. 315-319) and index 
<br/><br/><label>ISBN: </label>9780470238271   EGP171.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product management<br/>Brand name products -- Management<br/>New products