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Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks
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ISBN
:
9780230340343
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Publisher
:
Palgrave Macmillan
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Subject
:
Business & Management
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Binding
:
HARDCOVER
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Pages
:
304
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Year
:
2012
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5970.0
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Description
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 group 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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