Defending Your Brand
How Smart Companies use Defensive Strategy to Deal with Competitive Attacks
(Sprache: Englisch)
Marketing expert Tim Calkins shows businesses 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...
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Produktinformationen zu „Defending Your Brand “
Marketing expert Tim Calkins shows businesses 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.
Klappentext zu „Defending Your Brand “
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.
Inhaltsverzeichnis zu „Defending Your Brand “
Chapter 1: Introduction Chapter 2: The Threat Chapter 3: The Financial Challenge Chapter 4: Know Your Enemy Chapter 5: Competitive Intelligence Chapter 6: The Key Question Chapter 7: Planning the Defense Chapter 8: Stopping the Launch Chapter 9: Blocking Distribution Chapter 10: Limiting Awareness Chapter 11: Preventing Trial Chapter 12: Fighting Repeat Chapter 13: Defense Never Ends Chapter 14: Defensive Strategy for Innovators Chapter 15: A Cautionary Word about Competition Law
Autoren-Porträt von Tim Calkins
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.
Bibliographische Angaben
- Autor: Tim Calkins
- 2014, 294 Seiten, mit Abbildungen, Masse: 15,2 x 22,9 cm, Kartoniert (TB), Englisch
- Tim Calkins
- Verlag: Palgrave Macmillan
- ISBN-10: 1137278757
- ISBN-13: 9781137278753
- Erscheinungsdatum: 11.10.2012
Sprache:
Englisch
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