T. Calkins: Defending Your Brand

Dekorationsartikel gehören nicht zum Leistungsumfang.

Sprache: Englisch

63,25 €

inkl. MwSt.

Versandkostenfrei per Post / DHL

Lieferzeit 2-4 Werktage

Kategorien:

Beschreibung

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.

Über den Autor

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.

Zusammenfassung

A practical guide to developing and implementing defensive strategy showing strategic and brand managers why defense is important for every business

Inhaltsverzeichnis

Chapter 1: Introduction Chapter 2: The Threat Chapter 3: The Financial Challenge Chapter 4: Know Your Enemy Chapter 5: Competitive Intelligence Chapter 6: The Key Question Chapter 7: Planning the Defense Chapter 8: Stopping the Launch Chapter 9: Blocking Distribution Chapter 10: Limiting Awareness Chapter 11: Preventing Trial Chapter 12: Fighting Repeat Chapter 13: Defense Never Ends Chapter 14: Defensive Strategy for Innovators Chapter 15: A Cautionary Word about Competition Law

Erscheinungsjahr:	2012
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	ix 294 S.
ISBN-13:	9781137278753
ISBN-10:	1137278757
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Calkins, T.
Hersteller:	Palgrave Macmillan Palgrave Macmillan US
Verantwortliche Person für die EU:	Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	229 x 152 x 17 mm
Von/Mit:	T. Calkins
Erscheinungsdatum:	11.10.2012
Gewicht:	0,443 kg