Prices for Custom Writing
within 5 days $17.95 per page within 3 days $19.95 per page within 48 hours $21.95 per page within 24 hours $25.95 per page within 12 hours $29.95 per page within 6 hours $38.95 per page
Service Features
  • Original and quality writing
  • 24/7 qualified support
  • Lifetime discounts
  • 300 words/page
  • Double-spaced, 12 pt. Arial
  • Any writing format
  • Any topic
  • Fully referenced
  • 100% Confidentiality
  • Free title page
  • Free outline
  • Free bibliography
  • Free unlimited revisions
Affordable Student Services

Sign-up for over 800,000 original essays & term papers

Buy original essay on any topic

Book Summary: Eating the big fish: How challenger brands can compete brand leaders. - By Adam Morgan

Title: Book Summary: Eating the big fish: How challenger brands can compete brand leaders. - By Adam Morgan
Category: /Business & Economy/Marketing and Advertising
Details: Words: 10526 | Pages: 38 (approximately 235 words/page)
Book Summary: Eating the big fish: How challenger brands can compete brand leaders. - By Adam Morgan
Stage 1: Attitude and Preparation The First Credo: Break with Your Immediate Past Much of what has been written about brand management concentrates on consistency over time - recognizing your brand equities, and maintaining them through your marketing activities. This is in fact out-of-date thinking in the new marketing world. Challenger brands deliberately break with their own pasts (if they have one) - they intentionally reinvent key aspects of themselves in order to force rapid reappraisal …showed first 75 words of 10526 total…
You are viewing only a small portion of the paper.
Please login or register to access the full copy.
…showed last 75 words of 10526 total…to see how close a business is to become a successful challenger. Not all credos can be implemented by every business, but he does warn of what he calls a "Paper Tiger". This is an organization that embraces one or two if the credos but fails to implement the others; it usually will prosper in the beginning but will eventually struggle in the later stages. Along with the guidelines, he also concludes with the realizati

Need a custom written paper?

Buy a custom written essay and get 20% OFF the first order