Defending your brand: how smart companies use defensive strategy to deal with competitive attacks
Auteur :
Calkins, T.
Éditeur :
Palgrave Macmillan
ISBN :
9780230340343
Date de publication :
11 oct. 2012
Dimensions :
21,0 x 15,0 x 2,5 cm
Poids :
480 g
Format :
book
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.