Calkins Defending Your Brand

How Smart Companies use Defensive Strategy to Deal with Competitive Attacks
1. Auflage 2017
ISBN: 978-1-137-51186-7
Verlag: Palgrave Macmillan
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 294 Seiten

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.

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.

Autoren/Hrsg.

Calkins, T.

Inhaltsverzeichnis

1;Cover;1
2;Title Page;4
3;Copyright Page;5
4;Table of Contents;6
5;List of Exhibits;7
6;An Important Note;8
7;1 Introduction;9
8;2 The Threat;20
9;3 The Financial Challenge;35
10;4 Know Your Enemy;44
11;5 Competitive Intelligence;64
12;6 The Key Question;92
13;7 Planning the Defense;122
14;8 Stopping the Launch;141
15;9 Blocking Distribution;158
16;10 Limiting Awareness;176
17;11 Preventing Trial;186
18;12 Fighting Repeat;207
19;13 Defense Never Ends;221
20;14 Defensive Strategy for Innovators;237
21;15 A Cautionary Word about Competition Law;253
22;Acknowledgments;268
23;Notes;270
24;Index;281