Defending the Brand
Aggressive Strategies for Protecting Your Brand in the Online Arena
by Brian H. Murray
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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 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
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Defending the Brand: Aggressive Strategies for Protecting Your Brand in the Online Arena
October 2003, AMACOM/American Management Association
Hardcover
in English
0814407544 9780814407547
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"Digitalization and the convergence of networked communication mediums have forever changed the way we live and conduct business."
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