Summary: Welcome to the latest and free The Engaging Brand podcast (http://www.blubrry.com/engaging/1655667/podcast-418-marketing-to-the-ageing-consumer/) covering social marketing (http://www.theengagingbrand.com/2012/04/art-of-search-optimisation.html), business ideas and brand marketing tips (http://www.theengagingbrand.com/2012/04/are-you-the-new-expert.html). Today is an interview with Tim Calkins (http://www.timcalkins.com/#/about.php)who is clinical professor of marketing at Northwestern University's Kellogg School of Management where he teaches marketing strategy, biomedical marketing and strategic marketing. Tim has written a book called Defending Your Brand (http://www.timcalkins.com/#/publications.php) and we discuss * How competition in business is the ultimate compliment for marketing and business (http://www.theengagingbrand.com/2012/10/why-you-need-to-friend-your-competition.html) in general. * Doesn't the definition of capitalism require competitors in business to succeed? * Does competition in business (http://www.theengagingbrand.com/2012/01/why-the-competition-should-not-be-feared.html) makes you improve customer service management? * How do you assess the financial risks of a competitor and how to manage operational risk of a new entrant into your market? * How do assess risk from competitors in an adjacent market who offer new products to the market? * Are we too obsessed with a growth strategy? * Defensive tactics to stop a competitor * Is defending your brand a psychology in business question as much as a financial one? * How do you perform competitive analysis? (http://www.assoc-amazon.co.uk/e/ir?t=mabelandharry-21&l=as2&o=2&a=1422183181) Remember you can email me at anna@theengagingbrand.com (mailto:anna@theengagingbrand.com), join me on twitter (http://twitter.com/engagingbrand) or on Google+ (https://plus.google.com/u/0/107639911923457772951).
