Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks

Here Calkins shows business how to create and maintain a defensive strategy including: 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.

Author: T. Calkins
Publisher: Palgrave MacMillan
Published: 10/11/2012
Pages: 294
Binding Type: Hardcover
Weight: 1.05lbs
Size: 9.30h x 6.40w x 1.20d
ISBN: 9780230340343

Review Citation(s):
Kirkus Reviews 09/01/2012
Choice 08/01/2013

About the Author
Tim Calkins is clinical professor of marketing at Northwestern University's Kellogg School of Management and co-academic director of Kellogg's branding program. He is the managing director of Class5 Consulting, a marketing strategy firm and has been quoted in Businessweek, Newsweek, the Financial Times, The Wall Street Journal and The New York Times. He lives in Evanston, IL.