Defending your brand : how smart companies use defensive strategy to deal with competitive attacks

Tim Calkins

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

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Year of publication:	2012 ; 1. publ.
Authors:	Calkins, Tim
Publisher:	New York, NY : Palgrave Macmillan
Subject:	Strategisches Management \| Strategic management \| Produktmanagement \| Product management \| Markenartikel \| Brand
Description of contents:	Table of Contents [gbv.de] ; Description [swbplus.bsz-bw.de] ; Description [loc.gov]

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Extent:	294 p. graph. Darst. 25 cm
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and index 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.
ISBN:	0-230-34034-2 ; 978-0-230-34034-3
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013481129