Defending Your Brand

1. Introduction
Tim Calkins

2. The Threat
Tim Calkins

3. The Financial Challenge
Tim Calkins

4. Know Your Enemy
Tim Calkins

5. Competitive Intelligence
Tim Calkins

6. The Key Question
Tim Calkins

7. Planning the Defense
Tim Calkins

8. Stopping the Launch
Tim Calkins

9. Blocking Distribution
Tim Calkins

10. Limiting Awareness
Tim Calkins

11. Preventing Trial
Tim Calkins

12. Fighting Repeat
Tim Calkins

13. Defense Never Ends
Tim Calkins

14. Defensive Strategy for Innovators
Tim Calkins

15. A Cautionary Word about Competition Law
Stephen Calkins

Avainsanat: Business and Management, Business Strategy/Leadership, Management, Marketing, Organization, Market Research/Competitive Intelligence