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Eating the big fish : how challenger brands can compete against brand leaders /

Morgan, Adam

Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan - 2nd ed. - Hoboken, NJ: Wiley , 2009 - 336 p. : ill. ; 24 cm.

ISBN: 9780470238271

Subjects--Topical Terms:
Product management
Brand name products--Management
New products

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