00483pamaa2200157 4500 0000024604 20090930090000.0 0471242098 658.827 MOR HF5415.15 MOR 1999 MORGAN Eating the big fish : the challenger brands can compete against brand leaders Adam Morgan. New York: John Wiley & Sons, Inc., 1998. xvii, 286p.: ill.; 24cm. Brand management Product management