Defending the brand : aggressive strategies for protecting your brand in the online arena /

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"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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Murray, Brian H., 1968-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : American Management Association, ©2004.
Temas:
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.
Andre fag (naturvidenskab og teknik) > Andre fag
Acceso en línea:Texto completo
Descripción
Sumario:"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
Descripción Física:1 online resource (xvi, 268 pages) : illustrations
Bibliografía:Includes bibliographical references and index.
ISBN:0814427537
9780814427538
9780814407547
0814407544

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