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Cover: 9781137278753 | Defending Your Brand | T. Calkins | Taschenbuch | ix | Englisch | 2012
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Defending Your Brand
How Smart Companies use Defensive Strategy to Deal with Competitive Attacks
Taschenbuch von T. Calkins
Sprache: Englisch

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Beschreibung
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.
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.
Über den Autor
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.
Zusammenfassung
A practical guide to developing and implementing defensive strategy showing strategic and brand managers why defense is important for every business
Inhaltsverzeichnis
Chapter 1: Introduction Chapter 2: The Threat Chapter 3: The Financial Challenge Chapter 4: Know Your Enemy Chapter 5: Competitive Intelligence Chapter 6: The Key Question Chapter 7: Planning the Defense Chapter 8: Stopping the Launch Chapter 9: Blocking Distribution Chapter 10: Limiting Awareness Chapter 11: Preventing Trial Chapter 12: Fighting Repeat Chapter 13: Defense Never Ends Chapter 14: Defensive Strategy for Innovators Chapter 15: A Cautionary Word about Competition Law
Details
Erscheinungsjahr: 2012
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: ix
294 S.
ISBN-13: 9781137278753
ISBN-10: 1137278757
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Calkins, T.
Hersteller: Palgrave Macmillan US
Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße: 229 x 152 x 17 mm
Von/Mit: T. Calkins
Erscheinungsdatum: 11.10.2012
Gewicht: 0,443 kg
Artikel-ID: 105662274
Über den Autor
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.
Zusammenfassung
A practical guide to developing and implementing defensive strategy showing strategic and brand managers why defense is important for every business
Inhaltsverzeichnis
Chapter 1: Introduction Chapter 2: The Threat Chapter 3: The Financial Challenge Chapter 4: Know Your Enemy Chapter 5: Competitive Intelligence Chapter 6: The Key Question Chapter 7: Planning the Defense Chapter 8: Stopping the Launch Chapter 9: Blocking Distribution Chapter 10: Limiting Awareness Chapter 11: Preventing Trial Chapter 12: Fighting Repeat Chapter 13: Defense Never Ends Chapter 14: Defensive Strategy for Innovators Chapter 15: A Cautionary Word about Competition Law
Details
Erscheinungsjahr: 2012
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: ix
294 S.
ISBN-13: 9781137278753
ISBN-10: 1137278757
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Calkins, T.
Hersteller: Palgrave Macmillan US
Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße: 229 x 152 x 17 mm
Von/Mit: T. Calkins
Erscheinungsdatum: 11.10.2012
Gewicht: 0,443 kg
Artikel-ID: 105662274
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