Competitors take any and every opportunity they can to deride and dominate their opponents in the marketplace. While all companies strive to create innovative and aggresive campaigns to make gains in the market, the smart companies - the ones that thrive - make sure to create a defense strategy that is just as strong, if not stronger, to maintain the ground when push comes to shove. Indeed, a good defense is far more important than a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything. Here Calkins shows business leaders how to create and maintain a defensive strategy using real life examples from major global companies 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
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