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Defending your brand : how smart companies use defensive strategy to deal with competitive attacks /

Bibliographic Details
Main Author: Calkins, Tim
Format: Book
Language:English
Published: New York : Palgrave Macmillan, 2012.
Edition:1st ed.
Subjects:
Product management.
Strategic planning.
Table of 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.