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Defending your brand: how smart companies use defensive strategy to deal with competitive attacks
Defending your brand: how smart companies use defensive strategy to deal with competitive attacks
Author
Calkins, Tim
Publisher
Palgrave Macmillan
Publication Date
2012
Language
English
Book
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Table of Contents
From the Book
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.
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Subjects
Subjects
Markenartikel
Product management
Produktpolitik
Strategic planning
Strategisches Management
More Details
ISBN
9780230340343
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