Defending Your Brand: How Smart Companies use Defensive Strategy to Deal with Competitive Attacks
Calkins, T.
ISBN 10: 1137278757 ISBN 13: 9781137278753
Published by Palgrave Macmillan, 2012
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About this Item
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Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00078810316
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.
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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Bibliographic Details
Title: Defending Your Brand: How Smart Companies ...
Publisher: Palgrave Macmillan
Publication Date: 2012
Binding: Soft cover
Condition: Good
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Defending Your Brand How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks
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ISBN 10: 1137278757
ISBN 13: 9781137278753
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