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Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks - Tim Calkins
Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks
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The EMM Marketing Book of the Year, 2013 Anyone with a successful business can be certain of one thing: competitors are looking for opportunities to attack. As a result, defending a business is a critical task for business leaders. Indeed, a good defense is far more important that a good offense.... show more
The EMM Marketing Book of the Year, 2013 Anyone with a successful business can be certain of one thing: competitors are looking for opportunities to attack. As a result, defending a business is a critical task for business leaders. Indeed, a good defense is far more important that a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything. Defensive strategy is a brutal business; the objective is to drive competitors into the ground and make off with their ideas. It isn't pretty, but a good defense can be very effective. Here, Calkins shows business leaders 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; how to blunt your competitor's efforts - and much more. Every business leader needs to understand how to play defense and this book will teach them how to do it.
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Format: hardcover
ISBN: 9780230340343 (0230340342)
Publisher: Palgrave MacMillan
Pages no: 304
Edition language: English
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