Defending your brand : how smart companies use defensive strategy to deal with competitive attacks /
By: Calkins, Tim
Material type: BookPublisher: New York, NY : Palgrave Macmillan, c2012.Description: ix, 294 p. ; 24 cm.ISBN: 9780230340343Subject(s): Product management | Strategic planningDDC classification: 658.4/012
Summary:
Here Calkins shows businesses 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.
Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
REGULAR | University of Wollongong in Dubai Main Collection | 658.49012 CA DE (Browse shelf) | Available | T0046498 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
Introduction -- The threat -- The financial challenge -- Know your enemy -- Competitive intelligence -- The key question -- Planning the defense -- Stopping the launch -- Blocking distribution -- Limiting awareness -- Preventing trial -- Fighting repeat -- Defense never ends -- Defensive strategy for innovators -- A cautionary word about competition law.
Here Calkins shows businesses 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.