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

Calkins, T.

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.

A propos du livre

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.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 0230340342
• ISBN 13: 9780230340343
• Reliure: Relié
• Nombre de pages: 303
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Allemagne