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Defending the Brand : Aggressive Strategies for Protecting Your Brand in the Online Arena.

The best brands attract the most (unwanted) attention.

Bibliographic Details
Call Number:Libro Electrónico
Main Author: Murray, Brian H., 1968- (Author)
Format: Electronic eBook
Language:Inglés
Published: New York : Amacom, Sept. 2003.
Subjects:
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of Contents:
  • Preliminaries; Contents; Preface; Acknowledgments; Introduction; Chapter 1 The Dark Side; Chapter 2 The Opportunities and Threats of Online; Chapter 3 Customer Diversion; Chapter 4 Managing Partner Compliance; Chapter 5 Counterfeits and Gray Markets; Chapter 6 Defending Against Digital Piracy; Chapter 7 The Costs of Compromised Privacy and Security; Chapter 8 Using Online Competitive Intelligence to Outmaneuver Competitor Brands; Chapter 9 How to Use Online Monitoring to Control Your Brand and Capture Revenue; Chapter 10 Constructing Your Plan of Attack; Chapter 11 Mobilizing the Forces.