Domain names ewired: strategies for brand protection in the next generation of the internet
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ [u.a.]
Wiley
2013
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXII, 230 S. Ill. |
| ISBN: | 9781118312629 |
Internformat
MARC
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| 100 | 1 | |a Wolfe, Jennifer C. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Domain names ewired |b strategies for brand protection in the next generation of the internet |c Jennifer C. Wolfe and Anne H. Chasser |
| 246 | 1 | 3 | |a Domain names rewired |
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| 300 | |a XXXII, 230 S. |b Ill. | ||
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| 650 | 0 | 7 | |a Domain-Name |0 (DE-588)4535279-3 |2 gnd |9 rswk-swf |
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Datensatz im Suchindex
| _version_ | 1804149390257946624 |
|---|---|
| adam_text | Titel: Domain names rewired
Autor: Wolfe, Jennifer C
Jahr: 2013
Contents
Preface ix
Acknowledgments xxxi
Chapter One The New Regime 1
An Overview of the Business Community
Response to gTLDs 3
Potential Benefits for an Organization
Applying for gTLDs 6
Potential Risk if Applying for gTLDs 13
The Business Model-How Can It Work? 15
Chapter One Highlights 23
Chapter Two The Brand Bubble 25
The .com Phenomenon 26
Protecting Trademark Owners 31
There s No Need for It 34
The Cost Is Just Too High 38
It s Not Fair to Small Businesses 40
What s the Value of Your .com Now? 42
It s All About Execution 44
Chapter Two Highlights 44
Chapter Three Building Your Brand and Social Media 47
The Emergence of Social Media and Online
Communities 48
Experience with Social Media Marketing 49
What s Next? 51
It Could Change Everything 54
Chapter Three Highlights 60
Chapter Four Defending Your Brand 63
The New Domain Name Landscape 65
The Slippery Slope 75
Competitive Analysis 75
The Best Defense Is a Good Offense 77
Chapter Four Highlights 84
Chapter Five Behind the Scenes 87
How Internet Search Engines Work 88
Web Crawling 88
Meta Tags 91
Building the Index 91
The Next Generation of Search 92
Chapter Five Highlights 97
Chapter Six Forecasting the Future 99
A History Lesson 100
Interactive Initiatives and their Outcomes 107
Oventock.com-o.co Rebranding 108
Facebook Connect 109
Chapter Six Highlights 111
Chapter Seven Rewiring the Internet 115
A Few Final Conclusions 115
Begin with the End in Mind 123
A Few Key Predictions 128
Chapter Seven Highlights and
Concluding Trends 131
Appendix A The History and Changing
Landscape of the Top-Level Domain 135
Committed Companies 135
Other Major Companies 136
Learning from gTLD History 190
What Happened with .tv? 190
The Future of .tv 194
What s Different Now? 194
What Will Happen Next? 195
Appendix B Our Thought Leaders 197
Josh Bourne 197
Managing Partner, FairWinds Partners 197
Sarah B. Deutsch 198
Vice President and Associate General
Counsel, Verizon Communication 198
Claudio Di Gangi 199
Manager, External Relations, Internet and
the Judiciary, International Trademark
Association 199
Cynthia L. Gibson 199
Executive Vice President, Legal Affairs,
Scripps Networks Interactive Inc. 199
J. Scott Evans 200
Senior Legal Director, Head of Global
Brand, Domains Copyright, Yahoo! 200
Nancy H. Lutz 201
Partner, Kelley Drye Warren, LLP 201
Steven W. Miller 201
Vice President and General Counsel,
Intellectual Property, Procter Gamble 201
Jeffrey J. Neuman 202
Vice President, Business Affairs,
Enterprise Services, NeuStar, Inc. 202
Russell Pangbom 203
Associate General Counsel for Trademarks,
Microsoft Corporation 203
Krista Papac 204
Chief Strategy Officer, ARI Registry
Services 204
Katherine A. Ruwe 205
Senior Counsel, Global Litigation and
Dispute Resolution, Procter Gamble 205
Adam Scoville 206
Trademark and Brand Protection
Counsel, RE/MAX, LLC 206
Ellen Shankman 206
Principal, Ellen B. Shankman and Associates 206
Yasmin R. Tavakoli 207
Associate, Kelley Drye Warren, LLP 207
Fabricio Vayra 208
Trademark Attorney, Time Warner Inc. 208
Nick Wood 208
Managing Director, Com Laude 208
Works Cited 209
About the Authors 217
Index 219
|
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| institution | BVB |
| isbn | 9781118312629 |
| language | English |
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| spelling | Wolfe, Jennifer C. Verfasser aut Domain names ewired strategies for brand protection in the next generation of the internet Jennifer C. Wolfe and Anne H. Chasser Domain names rewired Hoboken, NJ [u.a.] Wiley 2013 XXXII, 230 S. Ill. txt rdacontent n rdamedia nc rdacarrier Markenpolitik (DE-588)4144679-3 gnd rswk-swf Domain-Name (DE-588)4535279-3 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s Domain-Name (DE-588)4535279-3 s Markenpolitik (DE-588)4144679-3 s DE-604 Chasser, Anne H. Verfasser aut Erscheint auch als Online-Ausgabe 978-1-118-42002-7 Erscheint auch als Online-Ausgabe 978-1-118-42177-2 Erscheint auch als Online-Ausgabe 978-1-118-43393-5 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025206726&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wolfe, Jennifer C. Chasser, Anne H. Domain names ewired strategies for brand protection in the next generation of the internet Markenpolitik (DE-588)4144679-3 gnd Domain-Name (DE-588)4535279-3 gnd Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4535279-3 (DE-588)7706419-7 |
| title | Domain names ewired strategies for brand protection in the next generation of the internet |
| title_alt | Domain names rewired |
| title_auth | Domain names ewired strategies for brand protection in the next generation of the internet |
| title_exact_search | Domain names ewired strategies for brand protection in the next generation of the internet |
| title_full | Domain names ewired strategies for brand protection in the next generation of the internet Jennifer C. Wolfe and Anne H. Chasser |
| title_fullStr | Domain names ewired strategies for brand protection in the next generation of the internet Jennifer C. Wolfe and Anne H. Chasser |
| title_full_unstemmed | Domain names ewired strategies for brand protection in the next generation of the internet Jennifer C. Wolfe and Anne H. Chasser |
| title_short | Domain names ewired |
| title_sort | domain names ewired strategies for brand protection in the next generation of the internet |
| title_sub | strategies for brand protection in the next generation of the internet |
| topic | Markenpolitik (DE-588)4144679-3 gnd Domain-Name (DE-588)4535279-3 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Markenpolitik Domain-Name Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025206726&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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