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

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: T. Calkins
Publisher: Palgrave MacMillan
Published: 10/11/2012
Pages: 294
Binding Type: Hardcover
Weight: 1.05lbs
Size: 9.30h x 6.40w x 1.20d
ISBN13: 9780230340343
ISBN10: 0230340342
BISAC Categories:
- Business & Economics | Marketing | Research
- Business & Economics | Strategic Planning
- Business & Economics | Management | General

About the Author
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.