Defending your brand : how smart companies use defensive strategy to deal with competitive attacks
Author(s)
Bibliographic Information
Defending your brand : how smart companies use defensive strategy to deal with competitive attacks
Palgrave Macmillan, 2012
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Note
Notes: p. [269]-279
Includes index
Description and Table of Contents
Description
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.
Table of Contents
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
by "Nielsen BookData"
