Читать книгу Defensive Strategy – Apple's Overlooked Key to Success - Sharam Sadeghi - Страница 3

Sharam Sadeghi, the author of this eBook, is a sales and marketing professional with proven success in driving marketing strategies and execution at Fortune Global 500 companies: His career started at The Coca-Cola Company, before he moved to Sony, LG Electronics and Vodafone in Germany. His marketing expertise spans the full marketing mix spectrum with key responsibilities in product marketing, brand management and direct marketing.

Defensive Strategy – Apple’s Overlooked Key to Success is the topic of his Master Thesis to complete the two-year’s Executive MBA program in August 2012, held at Northwestern University’s Kellogg School of Management in partnership with WHU-Otto Beisheim School of Management.

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Tim Calkins, the supervisor of this publication, is clinical professor of marketing at Northwestern University’s Kellogg School of Management. Tim teaches marketing strategy, biomedical marketing and strategic marketing decisions in Kellogg’s full-time, part-time and executive MBA programs. He is co-academic director of Kellogg’s branding program.

He is the author of Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks (Palgrave Macmillan, 2012) and Breakthrough Marketing Plans (Palgrave Macmillan, 2008). He is co-editor of Kellogg on Branding (John Wiley & Sons, 2005). Tim has published more than a dozen Kellogg case studies including Crestor, MedImmune: FluMist Introduction and Genzyme: the Synvisc-One Investment Decision.

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