Defending the brand: aggressive strategies for protecting your brand in the online arena
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York
American Management Association
©2004
|
| Subjects: | |
| Online Access: | FAW01 FAW02 Volltext |
| Item Description: | Includes bibliographical references and index 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 |
| Physical Description: | 1 Online-Ressource (xvi, 268 pages) |
| ISBN: | 0814407544 0814427537 9780814407547 9780814427538 |
Staff View
MARC
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Record in the Search Index
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| any_adam_object | |
| author | Murray, Brian H. |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV043116566 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:17:56Z |
| institution | BVB |
| isbn | 0814407544 0814427537 9780814407547 9780814427538 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028540757 |
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| open_access_boolean | |
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| owner_facet | DE-1046 DE-1047 |
| physical | 1 Online-Ressource (xvi, 268 pages) |
| psigel | ZDB-4-EBA ZDB-4-EBA FAW_PDA_EBA |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | American Management Association |
| record_format | marc |
| spelling | Murray, Brian H. Verfasser aut Defending the brand aggressive strategies for protecting your brand in the online arena Brian H. Murray New York American Management Association ©2004 1 Online-Ressource (xvi, 268 pages) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index 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 BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Brand name products Trademark infringement Electronic commerce Product management Brand name products fast Electronic commerce fast Product management fast Trademark infringement fast Wirtschaft Internet domain names Management Trademark infringement Prevention http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=100157 Aggregator Volltext |
| spellingShingle | Murray, Brian H. Defending the brand aggressive strategies for protecting your brand in the online arena BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Brand name products Trademark infringement Electronic commerce Product management Brand name products fast Electronic commerce fast Product management fast Trademark infringement fast Wirtschaft Internet domain names Management Trademark infringement Prevention |
| title | Defending the brand aggressive strategies for protecting your brand in the online arena |
| title_auth | Defending the brand aggressive strategies for protecting your brand in the online arena |
| title_exact_search | Defending the brand aggressive strategies for protecting your brand in the online arena |
| title_full | Defending the brand aggressive strategies for protecting your brand in the online arena Brian H. Murray |
| title_fullStr | Defending the brand aggressive strategies for protecting your brand in the online arena Brian H. Murray |
| title_full_unstemmed | Defending the brand aggressive strategies for protecting your brand in the online arena Brian H. Murray |
| title_short | Defending the brand |
| title_sort | defending the brand aggressive strategies for protecting your brand in the online arena |
| title_sub | aggressive strategies for protecting your brand in the online arena |
| topic | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Brand name products Trademark infringement Electronic commerce Product management Brand name products fast Electronic commerce fast Product management fast Trademark infringement fast Wirtschaft Internet domain names Management Trademark infringement Prevention |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Brand name products Trademark infringement Electronic commerce Product management Wirtschaft Internet domain names Management Trademark infringement Prevention |
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