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Tim Calkins~DEFEND
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- Nu kopenTim Calkins~DEFENDING YOUR BRAND~SIGNED 1ST(4)/DJ~NICE COPY
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Bevindt zich in: Mill Valley, California, Verenigde Staten
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eBay-objectnummer:124347649418
Specificaties
- Objectstaat
- ISBN
- 9780230340343
- EAN
- 9780230340343
- Publication Year
- 2012
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- Defending Your Brand : How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks
- Item Height
- 0.8in
- Item Length
- 9.3in
- Publisher
- Palgrave Macmillan
- Item Width
- 6.4in
- Item Weight
- 22 Oz
- Number of Pages
- IX, 294 Pages
Over dit product
Product Information
Here Calkins shows businesses 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.
Product Identifiers
Publisher
Palgrave Macmillan
ISBN-10
0230340342
ISBN-13
9780230340343
eBay Product ID (ePID)
114208346
Product Key Features
Publication Name
Defending Your Brand : How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks
Format
Hardcover
Language
English
Publication Year
2012
Type
Textbook
Number of Pages
IX, 294 Pages
Dimensions
Item Length
9.3in
Item Height
0.8in
Item Width
6.4in
Item Weight
22 Oz
Additional Product Features
Number of Volumes
1 Vol.
Lc Classification Number
Hd30.28
Reviews
"It's a brutally competitive world out there. Tim Calkins outlines the weapons and strategies available to defend against the big guys, while exploring how and when to defend against a guerilla insurgency. Wear a flak jacket." -Andy England, Executive Vice President Miller Coors, Chief Marketing Officer 'A well thought-out and articulated defense plan is not reactive, but rather a proactive strategy to protecting your business. Tim's principles and practices are for those exceptional managers who have both the courage and discipline to deliver against the non-negotiable of defending their brand . . . no matter what.' -Richard H. Lenny, Former Chairman & CEO, The Hershey Company 'In tough times, the best offense is often a good defense. That's what makes this book so interesting and relevant.' -Dr. John A. Quelch CBE, Distinguished Professor of International Management, Vice President and Dean, CEIBS 'Tim Calkins excellent new book is a wake-up call to the fact that most companies are not smart about how to defend their company, brand or product. All your growth planning is worthless if you haven't figured out how to defend your business.' -Philip Kotler, S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management 'In this bracing and valuable guide to defensive brand strategy, Calkins makes a compelling argument for why any organization must remain vigilant in the face of competitive market pressures.' -Dipak C. Jain, Dean, INSEAD, "It's a brutally competitive world out there. Tim Calkins outlines the weapons and strategies available to defend against the big guys, while exploring how and when to defend against a guerilla insurgency. Wear a flak jacket." -Andy England, Executive Vice President Miller Coors, Chief Marketing Officer 'A well thought-out and articulated defense plan is not reactive, but rather a proactive strategy to protecting your business. Tim's principles and practices are for those exceptional managers who have both the courage and discipline to deliver against the non-negotiable of defending their brand . . . no matter what.' -Richard H. Lenny, Former Chairman & CEO, The Hershey Company 'In tough times, the best offense is often a good defense. That's what makes this book so interesting and relevant.' -Dr. John A. Quelch CBE, Distinguished Professor of International Management, Vice President and Dean, CEIBS 'Tim Calkins excellent new book is a wake-up call to the fact that most companies are not smart about how to defend their company, brand or product. All your growth planning is worthless if you haven't figured out how to defend your business.' -Philip Kotler, S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management 'In this bracing and valuable guide to defensive brand strategy, Calkins makes a compelling argument for why any organization must remain vigilant in the face of competitive market pressures.' -Dipak C. Jain, Dean, INSEAD 'Defending Your Brand takes an innovative look at an often neglected aspect of marketing strategies, how to defend a firm's competitive advantage which has come under attack. Calkins' use of many illustrative case studies and his to-the-point writing style makes this book relevant and fun to read for managers.' -Prof. Dr. Holger Ernst, WHU, Otto Beisheim School of Management "Defending Your Brand provides powerful insight into successful brands that win despite an increasingly competitive global environment. This guide provides strategies and actions that fit the tough realities of defending a valuable brand against determined competition. Whether you are preparing for a competitive entry or planning to take on an established brand, Defending Your Brand is a must read." -Chuck Raup, Vice President / General Manager, U.S. Sugar
Table of Content
Chapter 1: Introduction Chapter 2: The Threat Chapter 3: The Financial Challenge Chapter 4: Know Your Enemy Chapter 5: Competitive Intelligence Chapter 6: The Key Question Chapter 7: Planning the Defense Chapter 8: Stopping the Launch Chapter 9: Blocking Distribution Chapter 10: Limiting Awareness Chapter 11: Preventing Trial Chapter 12: Fighting Repeat Chapter 13: Defense Never Ends Chapter 14: Defensive Strategy for Innovators Chapter 15: A Cautionary Word about Competition Law
Copyright Date
2012
Topic
Leadership, Marketing / General, Management, Strategic Planning
Lccn
2012-012775
Dewey Decimal
658.4/012
Intended Audience
Scholarly & Professional
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics
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De verkoper neemt de volledige verantwoordelijkheid voor deze aanbieding.
eBay-objectnummer:124347649418
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