Morgan, Adam <br/><br/>
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. 
<br/><br/><label>ISBN: </label>9780470238271 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product management<br/>Brand name products--Management<br/>New products