Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks by Calkins, T.

Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks (Hardcover) (ISBN-13: 9780230340343)

Vendor: T. Calkins
Product type: Books
Format: Hardcover
$69.99
$69.99
$69.99
Subtotal: $69.99
Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks by Calkins, T.

Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks

$69.99
Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks by Calkins, T.

Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks

$69.99
Format: Hardcover
Description
Description
x
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.

Author: T. Calkins
ISBN-10: 0230340342
ISBN-13: 9780230340343
Publisher: Palgrave MacMillan
Language: English
Published: 10/11/2012
Pages: 294
Format: Hardcover
Weight: 1.05lbs
Size: 9.30h x 6.40w x 1.20d

Review Citation(s):
Kirkus Reviews 09/01/2012
Choice 08/01/2013
By T. Calkins
By T. Calkins
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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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