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

Calkins, T.

ISBN 10: 1137278757 / ISBN 13: 9781137278753

Published by Palgrave Macmillan, 2012

About this Item

Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc.

Seller Inventory # 00078810316

Bibliographic Details

• Title: Defending Your Brand: How Smart Companies use Defensive Strategy to Deal with Competitive Attacks
• Publisher: Palgrave Macmillan
• Publication Date: 2012
• Language: English
• ISBN 10: 1137278757
• ISBN 13: 9781137278753
• Binding: Soft cover
• Condition: Good

About this title

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.

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.