Defending your brand how smart companies use defensive strategy to deal with competitive attacks
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Defending your brand how smart companies use defensive strategy to deal with competitive attacks
“An eye-opening hook, sometimes shocking in its straightforwardness.”—KIRKƯSDEFENDINGYOUR BRANDHow Smart Companies Use Defensive Strategy' to Deal wit Defending your brand how smart companies use defensive strategy to deal with competitive attacksth Competitive AttacksTIM CALKINSKPIHWiG ^CWDDI np MANArcPMPNTAdditional Praise for Defending Your Brand“Calkins has written a valuable management reference, illuminating the usually hidden but critical arts of effective defense. This worthy guide, brought to life with robust case examples, warrants Defending your brand how smart companies use defensive strategy to deal with competitive attacks reading by every manager who wants to succeed amidst the disruptive competitive forces of our capitalist system.”M. Carl Johnson 111, executive viceDefending your brand how smart companies use defensive strategy to deal with competitive attacks
president, Brands, Del Monte Foods"In lough times, the best offense is often a good defense. That's what makes this book so interesting and relevant.”“An eye-opening hook, sometimes shocking in its straightforwardness.”—KIRKƯSDEFENDINGYOUR BRANDHow Smart Companies Use Defensive Strategy' to Deal wit Defending your brand how smart companies use defensive strategy to deal with competitive attacks offers strategic and tactical wisdom on how to deal with ever-increasing competition. While we all tend to concentrate on offense (increased sales and market share) Defending Your Brand focuses on an equally important but often-overlooked marketing aspect, defense (defending your brand and protecti Defending your brand how smart companies use defensive strategy to deal with competitive attacksng market share). I’m buying a copy for each member of my staff.”—Rob Gallas, vice president, chief marketing officer, Museum of Science and Industry“Defending your brand how smart companies use defensive strategy to deal with competitive attacks
Creating a brand is hard work, but establishing a brand and maintaining its relevance is even more important. Understanding how to defend your brand a“An eye-opening hook, sometimes shocking in its straightforwardness.”—KIRKƯSDEFENDINGYOUR BRANDHow Smart Companies Use Defensive Strategy' to Deal wit Defending your brand how smart companies use defensive strategy to deal with competitive attackstitors’ attacks.”—Daniel Hamburger, president and CEO. DeVry Inc.“1 his is a great read for any marketing leader. Defending Your Brand outlines practical strategies for brand management in a focused manner, backed by relevant and compelling case studies. You’ll walk away with applicable ideas for yo Defending your brand how smart companies use defensive strategy to deal with competitive attacksur business.”—Conrad York, vice president, marketing,Northwestern Mutual“The purpose of any writing on brand management is to provoke a thoughtful debDefending your brand how smart companies use defensive strategy to deal with competitive attacks
ate on strategy and the resulting actions. Professor Calkins’s discussions on defensive strategies deliver on that purpose."—Kevin Newell, executive v“An eye-opening hook, sometimes shocking in its straightforwardness.”—KIRKƯSDEFENDINGYOUR BRANDHow Smart Companies Use Defensive Strategy' to Deal wit Defending your brand how smart companies use defensive strategy to deal with competitive attacksand entrepreneurs to challenge even the most focused business strategies. Full of illustrative examples, we found ourselves preparing to fall into traps that we will now avoid. Tim nails it!”—E. Douglas Grindstaff II. CEO, NuSirt Sciences, Inc.DEFENDING YOUR BRANDHow Smart Companies Use Defensive St Defending your brand how smart companies use defensive strategy to deal with competitive attacksrategy to Deal with Competitive AttacksTIM CALKINSKellogg School of Managementpa I gravemacmillanhttps://khothuvien.cori!DEFENDING YOUR BRANDCopyrightDefending your brand how smart companies use defensive strategy to deal with competitive attacks
© Tim Calkins. 2012.All rights reserved.First published in 2012 byPALGRAVE MACMILLAN*“An eye-opening hook, sometimes shocking in its straightforwardness.”—KIRKƯSDEFENDINGYOUR BRANDHow Smart Companies Use Defensive Strategy' to Deal wit“An eye-opening hook, sometimes shocking in its straightforwardness.”—KIRKƯSDEFENDINGYOUR BRANDHow Smart Companies Use Defensive Strategy' to Deal witGọi ngay
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