Defending Your Brand (BOK)

Tim Calkins

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Competitors take any and every opportunity they can to deride and dominate their opponents in the marketplace. While all companies strive to create innovative and aggresive campaigns to make gains in the market, the smart companies - the ones that thrive - make sure to create a defense strategy that is just as strong, if not stronger, to maintain the ground when push comes to shove. Indeed, a good defense is far more important than a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything. Here Calkins shows business leaders how to create and maintain a defensive strategy using real life examples from major global companies 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.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2012 Forfatter Tim Calkins
Forlag
Nature Pub Group/Palgrave Macm
ISBN 9781137278753
Antall sider 304 Dimensjoner 15,6cm x 23,4cm x 2cm
Vekt 326 gram Leverandør Bertram Trading Ltd

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