Defending your brand : how smart companies use defensive strategy to deal with competitive attacks /
by Calkins, Tim.
Material type:
BookPublisher: New York : Palgrave Macmillan, 2012Edition: 1st ed.Description: 294 p. ; 24 cm.ISBN: 9780230340343 (hbk.); 0230340342 (hbk.).Subject(s): Product management | Strategic planning
Contents:
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.
| Item type | Location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
 Book |
Lee Yan Fong Library
Library Collection
Lee Yan Fong Library |
HF5415.15 C26 2012 (Browse shelf) | Available | 00005732 |
Total holds: 0
Browsing Lee Yan Fong Library Shelves , Shelving location: Library Collection Close shelf browser
| HF5415.135 D78 2008 Strategic marketing : | HF5415.135 K47 2013 Strategic marketing problems : | HF5415.15 A33 2013 The edge : | HF5415.15 C26 2012 Defending your brand : | HF5415.15 C46 2010 Brand rewired : | HF5415.15 H3355 2013 The product manager's survival guide : | HF5415.15 H35 2009 The product manager's desk reference. |
Includes bibliographical references 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.
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG