Defending Your Brand

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Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if y
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With virtually nonexistent oversight, the internet can easily become the judge, jury, and executioner for anyone’s reputation. Digital attacks and misinformat
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World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new bran
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"Brand Management 101" offers 101 "lessons" into the real world application of marketing principles. Broadly structured around the Ps of marketing, it offers pr