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Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn’ t " try harder, " Avis boldly announced its #2 status to the world through advertising— and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it’ s like to be the Big Fish. There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. Squeezed by new competition, a retreating consumer, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching— and copying— every move the Big Fish makes, these " Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader. Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years— new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines thereasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish.

National Car Rental - National Car Rental is a rental car company based in Tulsa, Oklahoma. National was founded by 24 independent rental car agents on August 27, 1947.

Rental car - Rental cars are leased to people who don't have access to their own cars, such as when traveling. Rental cars can often be found in Rental Car Centers typically found near airports.

Dollar Rent A Car - Dollar Rent A Car is a rental car company based in the United States. Founded in 1965 in Los Angeles, California, in 1990 it was acquired by Chrysler, where it was combined with Thrifty Rent A Car, Snappy Rent A Car (which was sold in 1994), and General Rent A Car (which was closed in 1993).

Thrifty Rent A Car - Thrifty Rent A Car is a rental car company based in the United States. Founded in 1958, it became a public company in 1987 and in 1989 it was acquired by Chrysler, where in 1990 it was combined with Dollar Rent A Car.

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