MARC Record from marc_nuls

LEADER: 02609cam 22004214a 4500
001 9922856090001661
005 20150423145549.0
008 080522s2009 njua b 001 0 eng
010 $a 2008022827
020 $a9780470238271 (cloth)
020 $a0470238275 (cloth)
029 1 $aAU@$b000043110423
035 $a(CSdNU)u350779-01national_inst
035 $a(OCoLC)226361770
035 $a(OCoLC)226361770
035 $a(OCoLC)226361770
040 $aDLC$cDLC$dBTCTA$dBAKER$dYDXCP$dC#P$dBWX$dOrLoB-B
049 $aCNUM
050 00 $aHF5415.15$b.M67 2009
082 00 $a658.8/27$222
100 1 $aMorgan, Adam,$d1969-
245 10 $aEating the big fish :$bhow challenger brands can compete against brand leaders /$cAdam Morgan.
250 $a2nd ed., [Rev. & expanded].
260 $aHoboken, N.J. :$bWiley,$cc2009.
300 $axxiv, 336 p. :$bill. ;$c24 cm.
504 $aIncludes bibliographical references (p. 315-319) and index.
505 0 $aForeword / Antonio Lucio -- Pt. I. 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? -- Pt. II. The Eight Credos Of Successful Challenger Brands -- 4. The First Credo: Intelligent Naivety -- 5. Monsters and Other Challenges: Gaining clarity on the Centre -- 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 Eighth Credo: Become Idea-Centered, Not Consumer-Centered -- Pt. III. Using The Challenger Program -- 13. Writing the Challenger Program: The Two-Day Off-site -- 14. The Scope of the Lighthouse Keeper -- Pt. IV. 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.
650 0 $aProduct management.
650 0 $aBrand name products$xManagement.
650 0 $aNew products.
938 $aBaker & Taylor$bBKTY$c29.95$d22.46$i0470238275$n0007781334$sactive
938 $aYBP Library Services$bYANK$n2826750
938 $aBaker and Taylor$bBTCP$n2008022827
938 $aBlackwell Book Service$bBBUS$nR2763505$c$29.95
947 $fSOBM-MKT$hCIRCSTACKS$p$25.76$q1
949 $aHF 5415.15 .M67 2009$i31786102356729
994 $a92$bCNU
999 $aHF 5415.15 .M67 2009$wLC$c1$i31786102356729$d5/10/2011$e4/18/2011 $lCIRCSTACKS$mNULS$n21$rY$sY$tBOOK$u4/3/2009