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Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal With Competitive Attacks - Couverture rigide

Calkins, T.

 
9780230340343: Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal With Competitive Attacks
Couverture rigide
ISBN 10 : 0230340342 ISBN 13 : 9780230340343
Editeur : Palgrave Macmillan, 2012

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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À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Palgrave Macmillan
Date d'édition
2012
Langue
anglais
ISBN 10 
0230340342
ISBN 13 
9780230340343
Reliure
Relié
Nombre de pages
303
Coordonnées du fabricant
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