Defending the Brand
Aggressive Strategies for Protecting Your Brand in the Online Arena
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Author
Publication
2003-10-01 - AMACOM/American Management Association
Language
English
Word Count
68,000 words, Guess
Page Count
272 pages
Physical Format
Hardcover
Identifiers
- Open LibraryOL8043005M
- ISBN-139780814407547
- ISBN-100814407544
- OCLC Control Number53400843
- OCLC Control Numberdefendingbrandag00bria
and 3 more
- Library of Congress Control Number2003014924
- LibraryThing2490079
- Goodreads2439149
Classifications
- LCCHD69.B7 M79 2003
Description
"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
First Sentence
Digitalization and the convergence of networked communication mediums have forever changed the way we live and conduct business.
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