{"product_id":"defending-your-brand-how-smart-companies-use-defensive-strategy-to-deal-with-competitive-attacks-9781137278753","title":"Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks","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.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003eTim 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 \u003ci\u003eBusinessweek, Newsweek, \u003c\/i\u003ethe \u003ci\u003eFinancial Times, The Wall Street Journal \u003c\/i\u003eand \u003ci\u003eThe New York Times\u003c\/i\u003e. He lives in Evanston, IL.\u003cbr\u003e","brand":"Palgrave MacMillan","offers":[{"title":"Default Title","offer_id":50613807612178,"sku":"9781137278753","price":57.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_341982f4-398d-407f-8a29-7ae0c003d677.jpg?v=1732418724","url":"https:\/\/surprise-castle.myshopify.com\/products\/defending-your-brand-how-smart-companies-use-defensive-strategy-to-deal-with-competitive-attacks-9781137278753","provider":"Surprise Castle","version":"1.0","type":"link"}