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Defending Your Brand

How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks

  • Tim┬áCalkins

Table of contents

  1. Front Matter
    Pages i-ix
  2. Tim Calkins
    Pages 1-11
  3. Tim Calkins
    Pages 13-27
  4. Tim Calkins
    Pages 29-37
  5. Tim Calkins
    Pages 39-58
  6. Tim Calkins
    Pages 59-86
  7. Tim Calkins
    Pages 87-116
  8. Tim Calkins
    Pages 117-135
  9. Tim Calkins
    Pages 137-153
  10. Tim Calkins
    Pages 155-172
  11. Tim Calkins
    Pages 173-182
  12. Tim Calkins
    Pages 183-203
  13. Tim Calkins
    Pages 205-218
  14. Tim Calkins
    Pages 219-234
  15. Tim Calkins
    Pages 235-250
  16. Stephen Calkins
    Pages 251-265
  17. Back Matter
    Pages 267-294

About this book

Introduction

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.

Keywords

brand business Distribution Launch marketing strategy

Authors and affiliations

  • Tim┬áCalkins
    • 1
  1. 1.Kellogg School of ManagementUSA

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-137-51186-7
  • Copyright Information Palgrave Macmillan, a division of Nature America Inc. 2012
  • Publisher Name Palgrave Macmillan, New York
  • eBook Packages Business and Economics
  • Print ISBN 978-0-230-34034-3
  • Online ISBN 978-1-137-51186-7
  • Buy this book on publisher's site
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Electronics
Telecommunications
Consumer Packaged Goods