Defending The Brand

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Defending Your Brand

Defending Your Brand
Author :
Publisher : Springer
Total Pages : 294
Release :
ISBN-10 : 9781137511867
ISBN-13 : 1137511869
Rating : 4/5 (869 Downloads)
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Book Synopsis Defending Your Brand by : T. Calkins

Download or read book Defending Your Brand written by T. Calkins and published by Springer. This book was released on 2017-06-30 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


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Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source
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Zaichkowsky (marketing, Simon Fraser U., Canada) draws upon research in consumer behavior to explain the history, evolution, and prevalence of the problem of br