Defending Your Brand
ISBN:
9781137278753
Auflage:
2012
Verlag:
Palgrave Macmillan US
Land des Verlags:
Vereinigte Staaten
Erscheinungsdatum:
11.10.2012
Format:
Softcover
Seitenanzahl:
294
Lieferung in 3-4 Werktagen
Versandkostenfrei ab 40 Euro in Österreich
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.
Schlagwörter
Biografische Anmerkung
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.
