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MiAaPQ |
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20200520144314.0 |
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m o d | |
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cr cn||||||||| |
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030630s2004 nyua sb 001 0 eng |
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|z 2003014924
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|z 0814407544
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|a (MiAaPQ)EBC243012
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|a (Au-PeEL)EBL243012
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|a (CaPaEBR)ebr10044971
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|a (OCoLC)468772210
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|a MiAaPQ
|c MiAaPQ
|d MiAaPQ
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|a HD69.B7
|b M79 2004
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0 |
4 |
|a 658.8/27
|2 22
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|a Murray, Brian H.,
|d 1968-
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|a Defending the brand
|h [electronic resource] :
|b aggressive strategies for protecting your brand in the online arena /
|c Brian H. Murray.
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| 260 |
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|a New York :
|b American Management Association,
|c c2004.
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| 300 |
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|a xvi, 268 p. :
|b ill.
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| 504 |
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|a Includes bibliographical references and index.
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| 505 |
0 |
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|a Digital brand abuse -- The dark side -- Objectionable content -- Pornography -- Adult entertainment -- Child pornography -- Hate, violence, and extremism -- Gambling -- Parody -- Defining "objectionable" -- Who's at risk? -- What to do -- The business case -- Boardroom summary -- The opportunities and threats of online commentary -- The rumor mill -- Financial earnings -- Early warning -- Information security -- Other security and liability threats -- The world's largest focus group -- Activism and "sucks" sites -- Nobody is immune -- Managing risk -- Buried treasure -- The business case -- Boardroom summary -- Customer diversion -- Customer capture -- Cybersquatting -- Typo-piracy -- Domain name administration -- Arbitration -- Search engine manipulation -- Invisible seeding -- Visible seeding -- Spoofing --Paid placement -- Managing seeding and spoofing issues -- Software utility generated advertisements -- Mislabeled links -- Unsolicited e-mail -- Keeping the customer -- Bringing the customer back -- Scope of the problem -- The future -- The business case -- Boardroom summary -- Online partners and distribution issues -- A managing partner compliance -- The customer experience -- Changing dynamics -- Online partners -- Affiliates -- Suppliers -- Distributors -- Third parties -- Monitoring partners -- Step 1: Prioritization -- Step 2: Brand management -- Step 3: Enforcement -- The business case -- Boardroom summary -- Counterfeits and gray markets -- Gray markets -- Combating gray market activity -- Counterfeiting -- Copier supplies -- Pharmaceuticals -- Online monitoring -- Criteria that may signal a suspect distributor -- Testing authenticity -- The business case -- Boardroom summary -- Defending against digital piracy -- Music -- Sales leads -- Video -- Cease and desist -- Customer convenience -- Copy protection and digital rights management -- Software -- Text and images -- E-books -- The Stephen King experiment -- News services -- Market data -- The business case -- Boardroom summary -- Trust -- The costs of compromised privacy and security -- Information collection technologies -- Cookies -- Web beacons -- Information security -- Customer information transmission -- Customer information storage -- Fraud -- Managing privacy and security -- The business case -- Boardroom summary -- Competitive intelligence -- Using online competitive intelligence to outmaneuver competitor brands -- The internet as a competitive intelligence source -- Brand presence -- Brand reach -- Competitor brand abuse -- Competitor absence -- Linking relationships -- Partnerships -- Recruiting competitor partners -- Online commentary -- Collecting the data -- Counterintelligence -- Actionable information -- The business case -- Boardroom summary.
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| 533 |
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|a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
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| 650 |
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|a Brand name products.
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| 650 |
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|a Trademark infringement.
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| 650 |
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|a Electronic commerce.
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| 650 |
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|a Product management.
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| 655 |
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4 |
|a Electronic books.
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| 710 |
2 |
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|a ProQuest (Firm)
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| 856 |
4 |
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|u https://ebookcentral.proquest.com/lib/matrademy/detail.action?docID=243012
|z Click to View
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