Defending Your Brand
Palgrave Macmillan (Verlag)
978-1-137-27875-3 (ISBN)
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.
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
| Zusatzinfo | IX, 294 p. |
|---|---|
| Verlagsort | Basingstoke |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Themenwelt | Naturwissenschaften |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 1-137-27875-7 / 1137278757 |
| ISBN-13 | 978-1-137-27875-3 / 9781137278753 |
| Zustand | Neuware |
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