Eating the big fish : how challenger brands can compete against brand leaders / Adam Morgan. - 2nd ed., [Rev. & expanded]
Hoboken, N.J. : Wiley, c2009. - xxiv, 336 s. ; 24 cm
Includes bibliographical references (p. 315-319) and index
ISBN 9780470238271 (cloth). - 0470238275 (cloth)

Product management ; Brand name products - Management ; New products

658.8/27