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

FormatBook

Language English

ISBN-13 / SKU 9781137278753

About this item

by T. Calkins (Author)

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.

Author Biography

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.

Number of Pages: 294

Dimensions: 0.9 x 9.1 x 6.1 IN

Publication Date: January 07, 2014

$93.39

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