Franklin

Defending your brand [electronic resource] : how smart companies use defensive strategy to deal with competitive attacks / Tim Calkins.

Author/Creator:
Calkins, Tim.
Publication:
New York, NY : Palgrave Macmillan, 2012.
Format/Description:
Book
1 online resource (294 p.) : ill.
Subjects:
Product management.
Strategic planning.
Contents:
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.
Notes:
Includes bibliographical references (p. [269]-279) and index.
Electronic reproduction. Ipswich, MA Available via World Wide Web.
Description based on print version record.
Local notes:
Acquired for the Penn Libraries with assistance from the Edward Giera and Kimberly Hirschman Fund.
Contributor:
EBSCOhost
Edward Giera and Kimberly Hirschman Fund.
ISBN:
9781137511867 (electronic bk.)
1137511869 (electronic bk.)
9780230340343
0230340342
9781137278753
1137278757
Publisher Number:
99973262996
Access Restriction:
Restricted for use by site license.
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