Defending Your Brand ─ How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks
- ISBN13：9781137278753
- 出版社：St Martins Pr
- 作者：Tim Calkins
- 裝訂／頁數：平裝／304頁
- 規格：23.5cm*15.5cm*2.7cm (高/寬/厚)
- 版次：1
- 出版日：2014/01/07
商品簡介
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.
作者簡介
Tim Calkins is clinical professor of marketing at Northwestern University’s Kellogg School of Management and co-academic director of Kellogg’s branding program. He is the managing director of Class5 Consulting, a marketing strategy firm and has been quoted in Businessweek, Newsweek, the Financial Times, The Wall Street Journal and The New York Times. He lives in Evanston, IL.
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