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

ISBN: 9780230340343
Publisher: Palgrave Macmillan
Edition:
Publication Date: 2012-10-16
Number of pages: 294
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Description


Here Calkins shows business 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; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.

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