Defending Your Brand How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks /

• Κύριος συγγραφέας: Calkins, Tim (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: New York : Palgrave Macmillan US : Imprint: Palgrave Macmillan, 2012.
• Θέματα: Business.; Marketing.; Market research.; Management.; Leadership.; Organization.; Planning.; Business and Management.; Business Strategy/Leadership.; Market Research/Competitive Intelligence.
• Φυσική περιγραφή: IX, 294 p. online resource.
• ISBN: 9781137511867

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.