Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks - Paperback
by T. Calkins
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Language:EnglishPublisher:Palgrave MacMillanISBN-13:9781137278753ISBN-10:1137278757UPC:9781137278753Book Category:Business & EconomicsBook Subcategory:Marketing, Strategic Planning, ManagementBook Topic:ResearchSize:9.10 x 6.10 x 0.90 inchesWeight:0.7011Product ID:SC6Z8PD0P4
Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks
Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.
Language:EnglishPublisher:Palgrave MacMillanISBN-13:9781137278753ISBN-10:1137278757UPC:9781137278753Book Category:Business & EconomicsBook Subcategory:Marketing, Strategic Planning, ManagementBook Topic:ResearchSize:9.10 x 6.10 x 0.90 inchesWeight:0.7011Product ID:SC6Z8PD0P4
Tim Calkins is clinical professor of marketing at Northwestern University's Kellogg School of Management and co-academic director of Kellogg's branding program. He is the managing director of Class5 Consulting, a marketing strategy firm and has been quoted in Businessweek, Newsweek, the Financial Times, The Wall Street Journal and The New York Times. He lives in Evanston, IL.
Publisher: Palgrave MacMillan
Edition
2012 Edition
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