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Phòng thủ thương hiệu : cách các công ty thông minh sử dụng chiến lược phòng thủ để chống lại các cuộc tấn công cạnh tranh = Defending your brand : how smart companies use defensive strategy to deal with competitive attacks / Tim Calkins ; Nguyễn Hạo Nhiên, Nguyễn Hưởng dịch.

By: Calkins, Tim.
Contributor(s): Nguyễn, Hạo Nhiên [dịch] | Nguyễn, Hưởng [dịch].
Material type: materialTypeLabelBookPublisher: Thành phố Hồ Chí Minh : Kinh tế TP.HCM, 2017Description: x, 311 tr. : biểu đồ ; 24 cm.ISBN: 9786049225000.Subject(s): Product management | Strategic planning | Thương hiệu -- Hoạch định chính sách | Phòng thủ thương hiệu -- Chiến lược kinh doanhDDC classification: 658.401 2 Online resources: Click here to access online | Click here to access online
Contents:
Introduction -- 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.
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Item type Current location Call number Status Date due Barcode Item holds
Books Books Lê Quý Đôn
658.401 2 CA-T (Browse shelf) Available 67639
Books Books Lê Quý Đôn
658.401 2 CA-T (Browse shelf) Available 62715
Books Books Quang Trung
658.401 2 CA-T (Browse shelf) Available 67640
Books Books Quang Trung
658.401 2 CA-T (Browse shelf) Available 67641
Books Books Quang Trung
658.401 2 CA-T (Browse shelf) Available 62716
Books Books Quang Trung
658.401 2 CA-T (Browse shelf) Available 62717
Total holds: 0

Introduction -- 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.

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