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Defending Your Brand

How Smart Companies use Defensive Strategy to Deal with Competitive Attacks

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32,09 € Lieferbar in 2-3 Tagen
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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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Autor

Titel: Defending Your Brand
Autoren/Herausgeber: T. Calkins
Ausgabe: 2012

ISBN/EAN: 9780230340343

Seitenzahl: 294
Format: 22,9 x 15,2 cm
Produktform: Hardcover/Gebunden
Gewicht: 623 g
Sprache: Englisch

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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