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

Calkins, T.

ISBN 10: 0230340342 / ISBN 13: 9780230340343

Published by Palgrave Macmillan, 2012

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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: 0230340342
• ISBN 13: 9780230340343
• Binding: Hardcover
• Condition: New

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.