Defending the brand : = aggressive s...
Murray, Brian H., (1968-.)

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  • Defending the brand : = aggressive strategies for protecting your brand in the online arena /
  • 紀錄類型: 書目-語言資料,印刷品 : Monograph/item
    正題名/作者: Defending the brand :/ Brian H. Murray.
    其他題名: aggressive strategies for protecting your brand in the online arena /
    作者: Murray, Brian H.,
    出版者: New York :American Management Association, : 2003, c2004.,
    面頁冊數: xvi, 268 p. :ill. ;24 cm.
    內容註: 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.
    標題: Brand name products. -
    電子資源: http://www.loc.gov/catdir/toc/ecip046/2003014924.htmlhttp://www.loc.gov/catdir/toc/ecip046/2003014924.html
    ISBN: 0814407544 :
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W0053974 六樓西文書區HC-Z(6F Western Language Books) 01.外借(書)_YB 一般圖書 HD69.B7 M79 2003 一般使用(Normal) 在架 0
  • 1 筆 • 頁數 1 •
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