000			03065cam a2200373 a 4500
001			ocn782252411
003			OCoLC
005			20251028093300.0
008			120329s2012 nyua b 001 0 eng
010			_a 2012012775
035			_a(Sirsi) i9780230340343
040			_aDLC _beng _cDLC _dIG# _dBTCTA _dOCLCO _dBDX _dYDXCP _dBWX _dCDX _dUKMGB _dWIM _dKMS _dLMR _dOCLCF _dVP@ _dCHVBK _dVF$
016	7		_a016102580 _2Uk
019			_a783144378
020			_a9780230340343
020			_a0230340342
035			_a(OCoLC)782252411 _z(OCoLC)783144378
042			_apcc
050	0	0	_aHF 5415.15 _b.C26 2012
049			_aVF$A
100	1		_aCalkins, Tim.
245	1	0	_aDefending your brand : _bhow smart companies use defensive strategy to deal with competitive attacks / _cTim Calkins.
260			_aNew York, NY : _bPalgrave Macmillan, _c2012.
300			_a294 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references (p. [269]-279) and index.
505	0		_aIntroduction -- The threat -- The financial challenge -- Know your enemy -- Competitive intelligence -- The key question -- Planning the defense -- Stopping the launch -- Blocking distribution -- Limiting awareness -- Preventing trial -- Fighting repeat -- Defense never ends -- Defensive strategy for innovators -- A cautionary word about competition law.
520			_aWe live in a world of intense competition; companies face threats from all parts of the globe. The more profitable your business, the greater the chance you will soon encounter a new competitor. It doesn't matter whether you're running a plumbing business, promoting a brand of deodorant, operating a neighborhood caf�e, or leading a small charitable organization or church. Anyone responsible for managing an enterprise has to think about defense, because the world is full of competition, and with the rise of globalization, competition is only going to increase in the years ahead. This book will help you fight back. In Defending Your Brand, Tim Calkins reviews why defensive strategy is so important and explains how a company can meet a competitive threat with a strong and effective defense plan. This book is also useful for innovators, because it provides insight into what the established players are likely to do when you launch your venture. Before introducing a new product, it is important to think about how the existing players will respond and then revise your launch plan accordingly. Calkins uses examples form some of the biggest and most successful brands in the world today, including Procter and Gamble, British Airways, Apple, and ConAgra, Defending Your Brand provides frameworks to help readers build a strategic defensive strategy that protects profits, preserves market share, and perhaps even helps brands thrive under the pressure of competitive attacks.
650		0	_aProduct management.
650		0	_aStrategic planning.
650		7	_aProduct management. _2fast _0(OCoLC)fst01078225
650		7	_aStrategic planning. _2fast _0(OCoLC)fst01134371
994			_aC0 _bVF$
999			_c133059 _d133059