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Defending Your Brand
 
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Defending Your Brand
How Smart Companies use Defensive Strategy to Deal with Competitive Attacks
 
 
Palgrave Macmillan
 
 
 
 
 
11 Oct 2012
|
£19.99
|Hardback In Stock
  
9780230340343
||
 
 
21 Jan 2014
|
£11.99
|PaperbackIn Stock
  
9781137278753
||


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DescriptionContentsAuthors

Competitors takeany and every opportunitythey can to deride the dominate their opponents in the marketplace. While all companies strive to create innovative and aggresive campaigns to make gains int he market, the smart companies-the ones thatthrive- make sure to create a defense strategy that is just as strong, if not stronger to maintain the ground when push comes to shove. Indeed, a good defense is far more important that a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything. Here Calkins shows business how to create and maintain a defensive strategy using real life examples from major global companiesincluding: 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. Every business leader needs to understand how to play defense and this book will teach leaders how to make sure their valuable brand is protected.


Description

Competitors takeany and every opportunitythey can to deride the dominate their opponents in the marketplace. While all companies strive to create innovative and aggresive campaigns to make gains int he market, the smart companies-the ones thatthrive- make sure to create a defense strategy that is just as strong, if not stronger to maintain the ground when push comes to shove. Indeed, a good defense is far more important that a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything. Here Calkins shows business how to create and maintain a defensive strategy using real life examples from major global companiesincluding: 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. Every business leader needs to understand how to play defense and this book will teach leaders how to make sure their valuable brand is protected.


Contents

Chapter 1: Introduction
Chapter 2: The Threat
Chapter 3: The Financial Challenge
Chapter 4: Know Your Enemy
Chapter 5: Competitive Intelligence
Chapter 6: The Key Question
Chapter 7: Planning the Defense
Chapter 8: Stopping the Launch
Chapter 9: Blocking Distribution
Chapter 10: Limiting Awareness
Chapter 11: Preventing Trial
Chapter 12: Fighting Repeat
Chapter 13: Defense Never Ends
Chapter 14: Defensive Strategy for Innovators
Chapter 15: A Cautionary Word about Competition Law


Authors

Tim Calkins is clinical professor of marketing at Northwestern University's Kellogg School of Management and co-academic director of Kellogg's branding program. In addition to teaching at Kellogg, he works with major corporations, including Abbot Laboratories, Baxter, and Northwestern Mutual Life,on marketing strategy and branding issues and is the managing director of Class % Consulting, a marketing strategy firm. The author of Breakthrough Marketing Plans (Palgrave Macmillan, 2008) and co-editor of Kellogg on Branding (John Wiley & Sons, 2005), he is frequently cited by the media, and has been quoted in publications including Business Week, Newsweek, the Financial Times, The Wall Street Journal and The New York Times. He has appeared on NBC, CBS, ABC, Fox, and CNBC.