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Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders, 2nd Edition | [Adam Morgan]

Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders, 2nd Edition

The second edition 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 web links to view interviews online, and offers supplementary downloadable information.
Regular Price:$24.95
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Publisher's Summary

The second edition of the international best seller, now revised and updated...

This second edition of 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 web links to view interviews online, and offers supplementary downloadable information.

Download the accompanying reference guide.

©2009 Adam Morgan (P)2012 Audible, Inc.

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  • Andrew
    Bordon, United Kingdom
    10/18/13
    Overall
    Performance
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    "Interesting, but appallingly badly read."
    What did you like best about Eating the Big Fish? What did you like least?

    An interesting perspective on marketing, or so it seemed. But I couldn't get beyond the first section (4 chapters), so I cannot say that for sure.

    Worst: the narrator is abysmal. I've listened to quite a few audio books now, but never been prompted to write a review. And I'm sorry it's a negative one, but I felt I had to warn people.

    1: He displays a shocking lack of understanding of what he is reading: "Equally innocent is a company in the UK...". The author doesn't mean that this company is just as innocent as others - the company is CALLED Innocent! As the narrator would know if he'd even read one chapter further on! So it should be "Equally, 'Innocent' is a company in the UK..."

    2: He mangles many many pronunciations. Some are foreign (albeit common) phrases (such as laissez faire - not sure if that's an actual example, but it's the kind of thing) and others not - my jaw dropped at hearing him pronounce the island of Mauritius not as "Morishus" but as Maur-eet-e-us.

    I can listen no more.


    Would you recommend Eating the Big Fish to your friends? Why or why not?

    Maybe in print. Not as an audio book.


    How could the performance have been better?

    Reading the book through before performing it. Gaining some form of education.


    Could you see Eating the Big Fish being made into a movie or a TV series? Who would the stars be?

    N/A


    Any additional comments?

    No.

    0 of 0 people found this review helpful
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