Lee Yan Fong Library

Normal view MARC view ISBD view

Calkins, Tim.

Defending your brand : how smart companies use defensive strategy to deal with competitive attacks / Tim Calkins. - 1st ed. - New York : Palgrave Macmillan, 2012. - 294 p. ; 24 cm.

Includes bibliographical references and index.

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. Introduction --

ISBN: 9780230340343 (hbk.) 0230340342 (hbk.)

LCCN: 2012012775

Subjects--Topical Terms:
Product management.
Strategic planning.

LC Class. No.: HF5415.15 / C26 2012

Dewey Class. No.: 658.4/012