000 03093aam a2200433 i 4500
005 20211103182657.0
008 030630s2004 nyua b 001 0 eng d
010 _a 2003014924
011 _aBIB MATCHES WORLDCAT
020 _a0814407544
_qhbk.
020 _a9780814407547
_qhbk.
035 _a(ATU)b10845902
035 _a(DLC) 2003014924
035 _a(OCoLC)52727192
040 _aDLC
_beng
_erda
_dATU
042 _apcc
050 0 0 _aHD69.B7
_bM79 2004
082 0 0 _a658.827
_222
100 1 _aMurray, Brian H.,
_d1968-
_eauthor.
_9414678
245 1 0 _aDefending the brand :
_baggressive strategies for protecting your brand in the online arena /
_cBrian H. Murray.
264 1 _aNew York :
_bAmerican Management Association,
_c[2004]
264 4 _c©2004
300 _axvi, 268 pages :
_billustrations ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references (pages 249-258) and index.
505 0 0 _gSect. 1.
_tDigital Brand Abuse --
_gCh. 1.
_tThe Dark Side --
_gCh. 2.
_tThe Opportunities and Threats of Online Commentary --
_gCh. 3.
_tCustomer Diversion --
_gSect. 2.
_tOnline Partners and Distribution Issues --
_gCh. 4.
_tManaging Partner Compliance --
_gCh. 5.
_tCounterfeits and Gray Markets --
_gCh. 6.
_tDefending Against Digital Piracy --
_gSect. 3.
_tTrust --
_gCh. 7.
_tThe Costs of Compromised Privacy and Security --
_gSect. 4.
_tCompetitive Intelligence --
_gCh. 8.
_tUsing Online Competitive Intelligence to Outmaneuver Competitor Brands --
_gSect. 5.
_tTaking Action --
_gCh. 9.
_tHow to Use Online Monitoring to Control Your Brand and Capture Revenue --
_gCh. 10.
_tConstructing Your Plan of Attack --
_gCh. 11.
_tMobilizing the Forces --
_gApp. A.
_tTop-Level Domains --
_gApp. B.
_tSample Affiliate Guidelines --
_gApp. C.
_tSample Guidelines for Managing Partner Compliance --
_gApp. D.
_tOverview of Peer-to-Peer (P2P) Networks --
_gApp. E.
_tSample RFP Scope of Work --
_gApp. F.
_tSample Cease-and-Desist Letters.
520 1 _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."--BOOK JACKET.
588 _aMachine converted from AACR2 source record.
650 0 _aBrand name products
_9314783
650 0 _aTrademark infringement
_9333721
650 0 _aElectronic commerce
_9328623
650 0 _aProduct management
_9322791
907 _a.b10845902
_b03-10-17
_c27-10-15
998 _a(2)b
_a(2)c
_b06-04-16
_cm
_da
_feng
_gnyu
_h0
945 _a658.827 MUR
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