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

The best brands attract the most (unwanted) attention.

Bibliographic Details
Main Author:	Murray, Brian H., 1968- (Author)
Format:	eBook
Language:	English
Published:	New York : Amacom, Sept. 2003.
Subjects:	Brand name products. Trademark infringement. Electronic commerce. Product management. Produits de marque. Marques de commerce > Contrefaçon. Commerce électronique. Produits commerciaux > Gestion. Electronic books.
Online Access:	Connect to the full text of this electronic book

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.