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Defending Your Brand: How Smart Companies use Defensive Strategy to Deal with Competitive Attacks - Hardcover
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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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.
"About this title" may belong to another edition of this title.
- PublisherPalgrave Macmillan
- Publication date2012
- ISBN 10 0230340342
- ISBN 13 9780230340343
- BindingHardcover
- LanguageEnglish
- Number of pages303
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