Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders,2 edition 吃掉大鱼:角逐大品牌,第2版

王朝导购·作者佚名
 
  点此进入淘宝搜索页搜索
  特别声明:本站仅为商品信息简介,并不出售商品,您可点击文中链接进入淘宝网搜索页搜索该商品,有任何问题请与具体淘宝商家联系。
  参考价格: 点此进入淘宝搜索页搜索
  分类: 图书,进口原版书,经管与理财 Business & Investing ,

作者: Adam Morgan著

出 版 社:

出版时间: 2009-2-1字数:版次: 1页数: 336印刷时间:开本: 16开印次: 1纸张:I S B N : 9780470238271包装: 精装内容简介

The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.

It 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 weblinks to view interviews online and offers supplementary downloadable information.

目录

Preface

Foreword by Antonio Lucio

Part 1: The Size and Nature of the Big Fish

1. The Law of Increasing Returns

2. The Consumer Isn't

3. What Is a Challenger Brand?

Part 2: The Eight Credos of Successful Challenger Brands

4. The First Credo: Intelligent Naivety

5. Monsters and Other Challenges: Gaining Clarity on the Center

6. The Second Credo: Build a Lighthouse Identity

7. The Third Credo: Take Thought Leadership of the Category

8. The Fourth Credo: Create Symbols of Re-Evaluation

9. The Fifth Credo: Sacrifice

10. The Sixth Credo: Overcommit

11. The Seventh Credo: Using Communications and Publicity to Enter Social Culture

12. The Eight Credo: Become Idea-Centered, Not Consumer-Centered

Part 3: Applying the Challenger Program

13. Writing the Challenger Program: The Two-Day Off-Site

14. The Scope of the Lighthouse Keeper

Part 4: Mind-Set, Culture, and Risk

15. Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two

16. Risk, Will, and the Circle of Rope

References and Sources

Acknowledgments for the Second Edition

Photo Credits

Index

 
 
免责声明:本文为网络用户发布,其观点仅代表作者个人观点,与本站无关,本站仅提供信息存储服务。文中陈述内容未经本站证实,其真实性、完整性、及时性本站不作任何保证或承诺,请读者仅作参考,并请自行核实相关内容。
© 2005- 王朝网络 版权所有