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Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with
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Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks Paperback - 2012

by T. Calkins


Details

  • Title Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks
  • Author T. Calkins
  • Binding Paperback
  • Pages 294
  • Volumes 1
  • Language ENG
  • Publisher Palgrave MacMillan
  • Date 2012-10-11
  • Features Bibliography, Index, Price on Product - Canadian, Table of Contents
  • ISBN 9781137278753 / 1137278757
  • Weight 0.7 lbs (0.32 kg)
  • Dimensions 9.1 x 6.1 x 0.9 in (23.11 x 15.49 x 2.29 cm)
  • Library of Congress subjects Strategic planning, Product management
  • Dewey Decimal Code 658.401

About the author

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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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

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Defending Your Brand : How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks

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

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