Morgan Adam. Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan

John Wiley & Sons, Inc., 2009. — 336 p.The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.
It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.The Size and Nature of the Big Fish
The Eight Credos of Successful Challenger Brands
Applying the Challenger Program
Mind-Set, Culture, and Risk