TY  - BOOK
AU  - Morgan,Adam
TI  - Eating the big fish: how challenger brands can compete against brand leaders 
SN  - 9780470238271
PY  - 2009///
CY  - Hoboken, NJ
PB  - Wiley
KW  - Product management
KW  - Brand name products
KW  - Management
KW  - New products
ER  -