Defending the brand :: aggressive strategies for protecting your brand in the online arena /
"Defending the Brand reveals strategies that have been used successfully by global companies to preserve brand equity and protect millions of dollars in assets and revenues. Packed with eye-opening stories from real companies like Home Depot, the Red Cross, Nintendo, Verizon, and the Associated...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York :
American Management Association,
©2004.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "Defending the Brand reveals strategies that have been used successfully by global companies to preserve brand equity and protect millions of dollars in assets and revenues. Packed with eye-opening stories from real companies like Home Depot, the Red Cross, Nintendo, Verizon, and the Associated Press, the book takes you into the digital trenches. Defending the Brand provides the strategic and tactical knowledge you need to fight back and gain control against online threats such as piracy, counterfeiting, deceit, fraud, and manipulation of customers."--Jacket |
| Beschreibung: | 1 online resource (xvi, 268 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 0814427537 9780814427538 9780814407547 0814407544 |
Internformat
MARC
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| 082 | 7 | |a 658.8/27 |2 22 | |
| 049 | |a MAIN | ||
| 100 | 1 | |a Murray, Brian H., |d 1968- |1 https://id.oclc.org/worldcat/entity/E39PCjwJQvCFjXDrdKpdWC3w3P |0 http://id.loc.gov/authorities/names/n2003108262 | |
| 245 | 1 | 0 | |a Defending the brand : |b aggressive strategies for protecting your brand in the online arena / |c Brian H. Murray. |
| 260 | |a New York : |b American Management Association, |c ©2004. | ||
| 300 | |a 1 online resource (xvi, 268 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 340 | |g polychrome. |2 rdacc |0 http://rdaregistry.info/termList/RDAColourContent/1003 | ||
| 347 | |a data file | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |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. | |
| 588 | 0 | |a Print version record. | |
| 520 | |a "Defending the Brand reveals strategies that have been used successfully by global companies to preserve brand equity and protect millions of dollars in assets and revenues. Packed with eye-opening stories from real companies like Home Depot, the Red Cross, Nintendo, Verizon, and the Associated Press, the book takes you into the digital trenches. Defending the Brand provides the strategic and tactical knowledge you need to fight back and gain control against online threats such as piracy, counterfeiting, deceit, fraud, and manipulation of customers."--Jacket | ||
| 650 | 0 | |a Brand name products. |0 http://id.loc.gov/authorities/subjects/sh85016403 | |
| 650 | 0 | |a Internet domain names |x Management. | |
| 650 | 0 | |a Trademark infringement |x Prevention. | |
| 650 | 0 | |a Trademark infringement. |0 http://id.loc.gov/authorities/subjects/sh96001071 | |
| 650 | 0 | |a Electronic commerce. |0 http://id.loc.gov/authorities/subjects/sh96008434 | |
| 650 | 0 | |a Product management. |0 http://id.loc.gov/authorities/subjects/sh85107203 | |
| 650 | 6 | |a Produits de marque. | |
| 650 | 6 | |a Marques de commerce |x Contrefaçon. | |
| 650 | 6 | |a Commerce électronique. | |
| 650 | 6 | |a Produits commerciaux |x Gestion. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Brand name products |2 fast | |
| 650 | 7 | |a Electronic commerce |2 fast | |
| 650 | 7 | |a Product management |2 fast | |
| 650 | 7 | |a Trademark infringement |2 fast | |
| 653 | |a Andre fag (naturvidenskab og teknik) |a Andre fag | ||
| 758 | |i has work: |a Defending the brand (Text) |1 https://id.oclc.org/worldcat/entity/E39PCG3qBwjxxjjycfXk8Ff76q |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Murray, Brian H., 1968- |t Defending the brand. |d New York : American Management Association, ©2004 |z 0814407544 |w (DLC) 2003014924 |w (OCoLC)52727192 |
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| 938 | |a EBSCOhost |b EBSC |n 100157 | ||
| 938 | |a Internet Archive |b INAR |n defendingbrandag00bria | ||
| 938 | |a YBP Library Services |b YANK |n 2343236 | ||
| 994 | |a 92 |b GEBAY | ||
| 912 | |a ZDB-4-EBA | ||
| 049 | |a DE-863 | ||
Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBA-ocm53400843 |
|---|---|
| _version_ | 1816881612257755136 |
| adam_text | |
| any_adam_object | |
| author | Murray, Brian H., 1968- |
| author_GND | http://id.loc.gov/authorities/names/n2003108262 |
| author_facet | Murray, Brian H., 1968- |
| author_role | |
| author_sort | Murray, Brian H., 1968- |
| author_variant | b h m bh bhm |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HD69 |
| callnumber-raw | HD69.B7 M79 2004eb |
| callnumber-search | HD69.B7 M79 2004eb |
| callnumber-sort | HD 269 B7 M79 42004EB |
| callnumber-subject | HD - Industries, Land Use, Labor |
| collection | ZDB-4-EBA |
| contents | 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. |
| ctrlnum | (OCoLC)53400843 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| 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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Packed with eye-opening stories from real companies like Home Depot, the Red Cross, Nintendo, Verizon, and the Associated Press, the book takes you into the digital trenches. 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| id | ZDB-4-EBA-ocm53400843 |
| illustrated | Illustrated |
| indexdate | 2024-11-27T13:15:29Z |
| institution | BVB |
| isbn | 0814427537 9780814427538 9780814407547 0814407544 |
| language | English |
| oclc_num | 53400843 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (xvi, 268 pages) : illustrations |
| psigel | ZDB-4-EBA |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | American Management Association, |
| record_format | marc |
| spelling | Murray, Brian H., 1968- https://id.oclc.org/worldcat/entity/E39PCjwJQvCFjXDrdKpdWC3w3P http://id.loc.gov/authorities/names/n2003108262 Defending the brand : aggressive strategies for protecting your brand in the online arena / Brian H. Murray. New York : American Management Association, ©2004. 1 online resource (xvi, 268 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier polychrome. rdacc http://rdaregistry.info/termList/RDAColourContent/1003 data file 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. Print version record. "Defending the Brand reveals strategies that have been used successfully by global companies to preserve brand equity and protect millions of dollars in assets and revenues. Packed with eye-opening stories from real companies like Home Depot, the Red Cross, Nintendo, Verizon, and the Associated Press, the book takes you into the digital trenches. Defending the Brand provides the strategic and tactical knowledge you need to fight back and gain control against online threats such as piracy, counterfeiting, deceit, fraud, and manipulation of customers."--Jacket Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Internet domain names Management. Trademark infringement Prevention. Trademark infringement. http://id.loc.gov/authorities/subjects/sh96001071 Electronic commerce. http://id.loc.gov/authorities/subjects/sh96008434 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Produits de marque. Marques de commerce Contrefaçon. Commerce électronique. Produits commerciaux Gestion. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Brand name products fast Electronic commerce fast Product management fast Trademark infringement fast Andre fag (naturvidenskab og teknik) Andre fag has work: Defending the brand (Text) https://id.oclc.org/worldcat/entity/E39PCG3qBwjxxjjycfXk8Ff76q https://id.oclc.org/worldcat/ontology/hasWork Print version: Murray, Brian H., 1968- Defending the brand. New York : American Management Association, ©2004 0814407544 (DLC) 2003014924 (OCoLC)52727192 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=100157 Volltext |
| spellingShingle | Murray, Brian H., 1968- Defending the brand : aggressive strategies for protecting your brand in the online arena / 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. Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Internet domain names Management. Trademark infringement Prevention. Trademark infringement. http://id.loc.gov/authorities/subjects/sh96001071 Electronic commerce. http://id.loc.gov/authorities/subjects/sh96008434 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Produits de marque. Marques de commerce Contrefaçon. Commerce électronique. Produits commerciaux Gestion. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Brand name products fast Electronic commerce fast Product management fast Trademark infringement fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85016403 http://id.loc.gov/authorities/subjects/sh96001071 http://id.loc.gov/authorities/subjects/sh96008434 http://id.loc.gov/authorities/subjects/sh85107203 |
| 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 | Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Internet domain names Management. Trademark infringement Prevention. Trademark infringement. http://id.loc.gov/authorities/subjects/sh96001071 Electronic commerce. http://id.loc.gov/authorities/subjects/sh96008434 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Produits de marque. Marques de commerce Contrefaçon. Commerce électronique. Produits commerciaux Gestion. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Brand name products fast Electronic commerce fast Product management fast Trademark infringement fast |
| topic_facet | Brand name products. Internet domain names Management. Trademark infringement Prevention. Trademark infringement. Electronic commerce. Product management. Produits de marque. Marques de commerce Contrefaçon. Commerce électronique. Produits commerciaux Gestion. BUSINESS & ECONOMICS Advertising & Promotion. Brand name products Electronic commerce Product management Trademark infringement |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=100157 |
| work_keys_str_mv | AT murraybrianh defendingthebrandaggressivestrategiesforprotectingyourbrandintheonlinearena |