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Defending your brand : how smart companies use defensive strategy to deal with competitive attacks / Tim Calkins.

By: Calkins, Tim.
Material type: TextTextPublisher: New York, NY : Palgrave Macmillan, 2012Bibliography: Includes bibliographical references (p. [269]-279) and index.Description: 294 p. : ill. ; 25 cm.ISBN: 9780230340343; 0230340342.Subject(s): Product management | Strategic planningDDC classification: 658.4/012
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.
Summary: Author, Tim Calkins, reviews why defensive strategy is important and explains how a company can meet a competitive threat with a strong and effective defense plan.
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Includes bibliographical references (p. [269]-279) and index.

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.

Author, Tim Calkins, reviews why defensive strategy is important and explains how a company can meet a competitive threat with a strong and effective defense plan.

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