Coverart for item
The Resource Defending your brand : how smart companies use defensive strategy to deal with competitive attacks, Tim Calkins, (electronic book)

Defending your brand : how smart companies use defensive strategy to deal with competitive attacks, Tim Calkins, (electronic book)

Label
Defending your brand : how smart companies use defensive strategy to deal with competitive attacks
Title
Defending your brand
Title remainder
how smart companies use defensive strategy to deal with competitive attacks
Statement of responsibility
Tim Calkins
Creator
Subject
Language
eng
Summary
We live in a world of intense competition; companies face threats from all parts of the globe. The more profitable your business, the greater the chance you will soon encounter a new competitor. It doesn't matter whether you're running a plumbing business, promoting a brand of deodorant, operating a neighborhood café, or leading a small charitable organization or church. Anyone responsible for managing an enterprise has to think about defense, because the world is full of competition, and with the rise of globalization, competition is only going to increase in the years ahead. This book will help you fight back. In Defending Your Brand, Tim Calkins reviews why defensive strategy is so important and explains how a company can meet a competitive threat with a strong and effective defense plan. This book is also useful for innovators, because it provides insight into what the established players are likely to do when you launch your venture. Before introducing a new product, it is important to think about how the existing players will respond and then revise your launch plan accordingly. Calkins uses examples form some of the biggest and most successful brands in the world today, including Procter and Gamble, British Airways, Apple, and ConAgra, Defending Your Brand provides frameworks to help readers build a strategic defensive strategy that protects profits, preserves market share, and perhaps even helps brands thrive under the pressure of competitive attacks
Member of
Cataloging source
N$T
http://library.link/vocab/creatorName
Calkins, Tim
Dewey number
658.4/012
Illustrations
illustrations
Index
index present
LC call number
HF5415.15
LC item number
.C26 2012eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/subjectName
  • Product management
  • Strategic planning
Label
Defending your brand : how smart companies use defensive strategy to deal with competitive attacks, Tim Calkins, (electronic book)
Instantiates
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references (pages 269-279) and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Dimensions
unknown
Extent
1 online resource (294 pages)
File format
unknown
Form of item
online
Isbn
9781137278753
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations.
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
ocn910623211
Label
Defending your brand : how smart companies use defensive strategy to deal with competitive attacks, Tim Calkins, (electronic book)
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references (pages 269-279) and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Dimensions
unknown
Extent
1 online resource (294 pages)
File format
unknown
Form of item
online
Isbn
9781137278753
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations.
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
ocn910623211

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