cam a22 4 4500 530168391 CHVBK 20201014112725.0 m d cr |n |||||||| 030630s2004 nyua sb 001 0 eng d 0-8144-0754-4 (SERSOL)ssj0000079378 (WaSeSS)ssj0000079378 CaPaEBR CaPaEBR WaSeSS HD69.B7 M79 2004eb 658.8/27 22 Murray Brian H. 1968- Defending the brand [Elektronische Daten] aggressive strategies for protecting your brand in the online arena Brian H. Murray New York American Management Association c2004 1 online resource (xvi, 268 p.) ill 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. Lizenzbedingungen können den Zugang einschränken. License restrictions may limit access. Brand name products Trademark infringement Electronic commerce Product management ebrary, Inc. https://search.ebscohost.com/direct.asp?db=bsu&jid=3C9D&scope=site Uni Bern: Volltext https://ebookcentral.proquest.com/lib/unibern/detail.action?docID=243012 Uni Bern: Volltext BK020053 XK020053 XK020000 Business Source Ultimate Ebook Central All Subscribed Titles E-Books von 360MarcUpdates IDSBB B405 B405 405VT NELB4051810 IDSBB B405 B405 405VT NELB4051810 IDSBB 100 1- Murray Brian H. 1968- IDSBB 710 2- ebrary, Inc IDSBB 856 40 https://search.ebscohost.com/direct.asp?db=bsu&jid=3C9D&scope=site Uni Bern: Volltext IDSBB 856 40 https://ebookcentral.proquest.com/lib/unibern/detail.action?docID=243012 Uni Bern: Volltext