LEADER 04617nam 22006014a 450 001 9910456185103321 005 20200520144314.0 010 $a0-8144-2753-7 035 $a(CKB)111086906305774 035 $a(EBL)243012 035 $a(OCoLC)475962456 035 $a(SSID)ssj0000079378 035 $a(PQKBManifestationID)11107905 035 $a(PQKBTitleCode)TC0000079378 035 $a(PQKBWorkID)10067586 035 $a(PQKB)11748031 035 $a(MiAaPQ)EBC243012 035 $a(Au-PeEL)EBL243012 035 $a(CaPaEBR)ebr10044971 035 $a(OCoLC)468772210 035 $a(EXLCZ)99111086906305774 100 $a20030630d2004 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aDefending the brand$b[electronic resource] $eaggressive strategies for protecting your brand in the online arena /$fBrian H. Murray 210 $aNew York $cAmerican Management Association$dc2004 215 $a1 online resource (286 p.) 300 $aDescription based upon print version of record. 311 $a0-8144-0754-4 320 $aIncludes bibliographical references and index. 327 $aDigital 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. 330 $aThe best brands attract the most (unwanted) attention. 606 $aBrand name products 606 $aTrademark infringement 606 $aElectronic commerce 606 $aProduct management 608 $aElectronic books. 615 0$aBrand name products. 615 0$aTrademark infringement. 615 0$aElectronic commerce. 615 0$aProduct management. 676 $a658.8/27 700 $aMurray$b Brian H.$f1968-$0872111 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910456185103321 996 $aDefending the brand$91947085 997 $aUNINA