2. The Consumer Isn't

  1. Adam Morgan

Published Online: 4 JAN 2012

DOI: 10.1002/9781118257944.ch2

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition

How to Cite

Morgan, A. (2009) The Consumer Isn't, in Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition, John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9781118257944.ch2

Publication History

  1. Published Online: 4 JAN 2012
  2. Published Print: 2 FEB 2009

ISBN Information

Print ISBN: 9780470238271

Online ISBN: 9781118257944

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Keywords:

  • performance art;
  • digital natives;
  • media flow;
  • marketing activity;
  • marketing data

Summary

This chapter contains sections titled:

  • The Audience isn't

  • The Consumer isn't

  • The Category isn't

  • Communication doesn't