Defending your brand : how smart companies use defensive strategy to deal with competitive attacks
著者
書誌事項
Defending your brand : how smart companies use defensive strategy to deal with competitive attacks
Palgrave Macmillan, 2014, c2012
- : pbk
大学図書館所蔵 全1件
注記
Originally published: 2012
Includes index
内容説明・目次
内容説明
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.
目次
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
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