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 (Paperback) (ISBN-13: 9781137278753)

Vendor: T. Calkins
Product type: Books
Format: Paperback
$64.99
$64.99
$64.99
Subtotal: $64.99
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

$64.99
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

$64.99
Format: Paperback
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: 1137278757
ISBN-13: 9781137278753
Publisher: Palgrave MacMillan
Language: English
Published: 10/11/2012
Pages: 294
Format: Paperback
Weight: 0.70lbs
Size: 9.10h x 6.10w x 0.90d
By T. Calkins
By T. Calkins
x
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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