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Defending Your Brand: How Smart Companies use Defensive Strategy to Deal with Competitive Attacks - Hardcover
Synopsis
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.
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About the Author
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.
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Hardcover. Condition: Fine. Dust Jacket Condition: Like New. Fine. Defending Your Brand: How Smart Companies use Defensive Strategy to Deal with Competitive Attacks (0), Vol. 0 by T. Calkins. Springer, 2012. 303pp. Language: English. Note: Seller Inventory # 00022707
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