Defending your brand
Subtitle: how smart companies use defensive strategy to deal with competitive attacks
By: by Tim Calkins
Publisher: Palgrave Macmillan
Published: 2012
Place of publication: New York, NY
Language: eng
Number of pages: 294
ISBN-13: 9780230340343
Subjects: Product management; Strategic planning
Table of contents: title: Introduction; title: The threat; title: The financial challenge; title: Know your enemy; title: Competitive intelligence; title: The key question; title: Planning the defense; title: Stopping the launch; title: Blocking distribution; title: Limiting awareness; title: Preventing trial; title: Fighting repeat; title: Defense never ends; title: Defensive strategy for innovators; title: A cautionary word about competition law.