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

★★★★★
★★★★★

English

By (author): T. Calkins

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. See more
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Product Details
  • Dimensions: 152 x 229mm
  • Publication Date: 11 Oct 2012
  • Publisher: Palgrave Macmillan
  • Publication City/Country: United Kingdom
  • Language: English
  • ISBN13: 9781137278753

About T. Calkins

Tim Calkins is clinical professor of marketing at Northwestern Universitys Kellogg School of Management and co-academic director of Kelloggs 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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