Rating: 
Summary: Just a plain statement
Review: "Eating the Big Fish" is the best book I've ever read on marketing. It's encouraging for people that want the extra out of the ordinary. And I can tell, once you have presented the idea to clients it will work in favour for outstanding solutions.
Rating:
Summary: Just a plain statement
Review: "Eating the Big Fish" is the best book I've ever read on marketing. It's encouraging for people that want the extra out of the ordinary. And I can tell, once you have presented the idea to clients it will work in favour for outstanding solutions.
Rating: 
Summary: excellent
Review: An excellent study for anyone working with a #2 or lower brand (and that's most people). It is certain to provoke thought and discussion.The only drawback to the book is that the writing style is quite formal. The man is obviously not a copywriter. Still, the content is so valuable that you're prepared to work through it.
Rating:
Summary: Insightful!
Review: Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.
Rating:
Summary: Shot Across The Bow
Review: Eating the Big Fish burns with passion, energy and ideas! Adam Morgan offers a detailed, step-by-step strategic marketing approach that levels the playing field for businesses ready to take on big competitors with superior resources. Excellent case studies featuring some of the most successful brands in modern marketing including Nike, Lexus, Microsoft, Saturn and more. A shot across the bow of corporate "Goliaths."
Rating:
Summary: Great book, but skim the latter chapters
Review: I am new to marketing and I wanted a good book on marketing. This one delivers, particularly for challenger brands something that is becomming more apparent in eCommerce. While the book does not talk about eCommerce many of the concepts and thoughts apply. Overall worth reading to learn about branding and marketing.
Rating:
Summary: Very enjoyable, well written business book
Review: I found this book to be extremely well written, easy to read and full of fresh ideas. Being a business owner rather than a marketing executive, I found it to be very enjoyable and interesting reading. It certainly has helped me in my business strategic planning, marketing, and general business practices.
Rating:
Summary: At last something really new in Marketing Books!
Review: I read it in one sitting. Apart from being extremely well written and entertaining it is brimming with new ideas ..that can actually work!Highly recommendable to anyone in the fields of Marketing and Advertising, including Education...
Rating:
Summary: "Challenges" the conventional wisdom
Review: I'm telling all my clients about this book. If you agree with the following, you'll like it too. "..marketing is not a science but informed judgement...the cover of the book should offer a photograph of Herb Kelleher, dressed as his occasional business alter ego, Elvis Presley, with the title 'Does This Man Look Like a Scientist?'" Great exercises to get you thinking, no matter if your brand is a leader or an also ran. e.g."Grove" named for Andy Grove- "Fire ourselves- leave the building and come back in as an entirely new team. What's one thing you would stop doing and one thing you would do instead?" Morgan punches holes in conventional wisdom- mission statements, focus groups, etc. A favorite quote: "The key failure, then, for any company attempting to effect a gear change in its own performance is not the ability to define its intention, but the inability to translate intention into behavior."
Rating:
Summary: "Challenges" the conventional wisdom
Review: I'm telling all my clients about this book. If you agree with the following, you'll like it too. "..marketing is not a science but informed judgement...the cover of the book should offer a photograph of Herb Kelleher, dressed as his occasional business alter ego, Elvis Presley, with the title 'Does This Man Look Like a Scientist?'" Great exercises to get you thinking, no matter if your brand is a leader or an also ran. e.g."Grove" named for Andy Grove- "Fire ourselves- leave the building and come back in as an entirely new team. What's one thing you would stop doing and one thing you would do instead?" Morgan punches holes in conventional wisdom- mission statements, focus groups, etc. A favorite quote: "The key failure, then, for any company attempting to effect a gear change in its own performance is not the ability to define its intention, but the inability to translate intention into behavior."
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