Calkins, Tim. <br/><br/>
Defending your brand :  how smart companies use defensive strategy to deal with competitive attacks / 
by Tim Calkins. 
 - New York, NY :  Palgrave Macmillan,  c2012. 
 - ix, 294 p. ;  24 cm. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780230340343 
<br/><br/><label>LCCN: </label>2012012775 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product management.<br/>Strategic planning.
<br/><br/><label>LC Class. No.: </label>HF5415.15  / .C26 2012 
<br/><br/><label>Dewey Class. No.: </label>658.4/012