By Adam Morgan(auth.)
EATING the massive FISH : How Challenger manufacturers Can Compete opposed to model Leaders, moment variation, Revised and Expanded
the second one version of the foreign bestseller, now revised and up to date for 2009, simply in time for the enterprise demanding situations forward.
It comprises over 25 new interviews and case histories, thoroughly new chapters, introduces a brand new typology of 12 other kinds of Challengers, has large updates of the most chapters, various new routines, offers weblinks to view interviews on-line and gives supplementary downloadable information.Content:
Chapter 1 The legislation of accelerating Returns (pages 1–12):
Chapter 2 the shopper isn't really (pages 13–23):
Chapter three what's a Challenger model? (pages 24–32):
Chapter four the 1st Credo: clever Naivety (pages 33–60):
Chapter five Monsters and different demanding situations: Gaining readability at the middle (pages 61–79):
Chapter 6 the second one Credo: construct a Lighthouse id (pages 80–108):
Chapter 7 The 3rd Credo: Take suggestion management of the class (pages 109–133):
Chapter eight The Fourth Credo: Create Symbols of Re?evaluation (pages 134–155):
Chapter nine The 5th Credo: Sacrifice (pages 156–170):
Chapter 10 The 6th Credo: Overcommit (pages 171–188):
Chapter eleven The 7th Credo: utilizing Communications and exposure to go into Social tradition (pages 189–217):
Chapter 12 The 8th Credo: develop into Idea?Centered, now not Consumer?Centered (pages 218–239):
Chapter thirteen Writing the Challenger application: The Two?Day Off?Site (pages 241–269):
Chapter 14 The Scope of the Lighthouse Keeper (pages 270–290):
Chapter 15 Challenger as a mind set: Staying #1 potential pondering Like a bunch (pages 291–302):
Chapter sixteen danger, Will, and the Circle of Rope (pages 303–314):
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Additional info for Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition
5 THE CONSUMER ISN’T Implicit in the idea of a consumer is someone who is engaged in an activity—namely consuming. Basking in this, as marketeers we eagerly add rational information for consumers to absorb and inform themselves with our packaging, brochures, in-store material, and direct mail. Don’t put it in the body copy, we say, conﬁdently—we’ll get our consumers to pick it up in the nutritional information. In fact, consumption for the vast majority of our target of anything other than the product itself is passive at best, and with very rare exceptions, it is centered around the actual moment of purchase or use—people don’t have the energy or inclination to be continuously engaged with regard to a product.
If true, this is one of the most important pieces of marketing data to have emerged in recent years, and it describes a profound shift in the way consumers use one of the principal marketing tools at our disposal, namely, the television. , one that self-consciously divides itself between two basic types of activity, work or leisure) to one that divides its time between three: a work/recuperation/leisure society. Why is this important to us? Because recuperation is a very different thing from leisure.
Which is how they came to create method, a premium home-care brand and now the seventh-fastestgrowing packaged goods company in the United States. Ryan’s approach to thinking about the market and exploring the potential to create a powerful new Challenger in it is very different from the approach used by most large companies to look for insight about where to develop their offers. While he starts by thinking about the consumer’s relationship with the category, for instance, he does not start to develop his hypotheses by asking consumers how they feel about the household cleaning market; instead, he starts by asking himself how one could change the relationship they have with the market as it currently stands.
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition by Adam Morgan(auth.)