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Defending your brand : how smart companies use defensive strategy to deal with competitive attacks / Tim Calkins.
- Format:
- Book
- Author/Creator:
- Calkins, Tim.
- Language:
- English
- Subjects (All):
- Product management.
- Strategic planning.
- Physical Description:
- 1 online resource (294 pages) : illustrations
- Place of Publication:
- New York, NY : Palgrave Macmillan, 2012.
- System Details:
- text file
- Contents:
- 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.
- Notes:
- Includes bibliographical references (pages [269]-279) and index.
- Electronic reproduction. Ipswich, MA Available via World Wide Web.
- Description based on print version record.
- Local Notes:
- Acquired for the Penn Libraries with assistance from the Edward Giera and Kimberly Hirschman Fund.
- ISBN:
- 9781137511867
- 1137511869
- Publisher Number:
- 99973262996
- Access Restriction:
- Restricted for use by site license.
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