by Craig Alexander (Author), John Gumas (Author)

Challenger Brand Marketing(R) was written to be more than simply a follow-up to our first book, Marketing Smart. We wrote the book to serve as a go-to primer for all Challenger Brands that find themselves in complex marketplaces dominated by "Gorilla" competitors-those who out-spend, out-sell, out-merchandise, out-staff and generally out-resource all others in the category. The Challenger Brand approach requires a different marketing mindset and strategy.