Adam Morgan

Eating the Big Fish remains the only and definitive study on how challenger brands succeed in business. It has sold close to 50,000 copies and become enormously influential in the marketplace. This new edition will explore new brands, new challengers, new media, and changes to the environment since the original edition released in 1999.

A. T. Chandler

Ascent Audio

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

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