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

Calkins, T.

Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks
  • 出版商: Springer
  • 出版日期: 2012-10-11
  • 售價: $2,800
  • 貴賓價: 9.5 折 $2,660
  • 語言: 英文
  • 頁數: 294
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 0230340342
  • ISBN-13: 9780230340343
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

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商品描述

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.

作者簡介

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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