TY  - BOOK
AU  - Morgan,Adam
TI  - Eating the big fish: how challenger brands can compete against brand leaders 
SN  - 9780470238271 (hbk.)
U1  - 658.827 23
PY  - 2009///
CY  - Canada
PB  - John Wiley and Sons Inc
KW  - Product management
KW  - Brand name products
KW  - Management
KW  - New products
N1  - Includes bibliographical references (p. 315-319) and index
UR  - http://www.loc.gov/catdir/toc/ecip0819/2008022827.html
ER  -