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

• Main Author: Calkins, Tim (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: New York : Palgrave Macmillan US : Imprint: Palgrave Macmillan, 2012.
• Subjects: Business.; Marketing.; Market research.; Management.; Leadership.; Organization.; Planning.; Business and Management.; Business Strategy/Leadership.; Market Research/Competitive Intelligence.
• Physical Description: 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.