TY  - BOOK
AU  - Morgan,Adam
TI  - Eating the big fish: how challenger brands can complete against brand leaders 
SN  - 9780470238271 
PY  - 2009///
CY  - Hoboken, N.J.
PB  - Wiley, 
KW  - Product management
KW  - Brand name products
KW  -  Management
KW  - New products
N1  - Includes bibliographical references (p. 315-319) and index
ER  -