Domain Names Rewired: Strategies for Brand Protection in the Next Generation of the Internet (Hardcover)

Jennifer C. Wolfe, Anne H. Chasser

  • 出版商: Wiley
  • 出版日期: 2012-11-06
  • 定價: $1,980
  • 售價: 9.5$1,881
  • 貴賓價: 9.0$1,782
  • 語言: 英文
  • 頁數: 272
  • 裝訂: Hardcover
  • ISBN: 1118312627
  • ISBN-13: 9781118312629
  • 相關分類: 行銷/網路行銷 Marketing
  • 立即出貨 (庫存=1)



An essential guide to navigating the shifting Internet landscape

The Internet is about to profoundly change when it explodes from a 21 top level domain world to a 500 to a 1,000 .anything top level domain universe. How will you evolve your .com strategy? How will you keep your brands safe in the changing global Internet landscape?

In an economic time where global brand protection is more important than ever and budgets are leaner, project leaders inside corporations will welcome the strategies revealed in Domain Names Rewired. Written for executives and branding professionals, this timely book equips you with the tools to address important issues your company will face when creating new brands or derivative brands, as well as protecting your existing brands and .com in a global changing Internet landscape. With this book, authors Jennifer C. Wolfe and Anne H. Chasser skillfully show branding executives and intellectual property lawyers how to increase the value and success of their initiatives within the next generation of the Internet.

  • Features interviews with executives from the world's leading companies, including Procter & Gamble, Microsoft, Time Warner, Yahoo!, Neustar, AUS Registry, ICANN, Remax, the International Trademark Association, Verizon, and many others
  • Looks at relevant situations your corporation may deal with in creating new brands
  • Provides expert guidance for protecting your existing .com and brand in an exponentially changing Internet world
  • Offers ideas to consider disruptive innovation in expanding .com into .anything

The rapidly changing new regime of the Internet is impacting the hundreds of millions of Internet users around the globe, not to mention every business that already has a .com. Maximize your opportunities in the changing digital world and stay ahead of the competitors with the visionary strategies found in Domain Names Rewired.




在全球品牌保護比以往任何時候都更為重要且預算更為緊縮的經濟時代,企業內的專案負責人將會歡迎《Domain Names Rewired》中揭示的策略。這本及時的書籍針對高層管理人員和品牌專業人士撰寫,為您提供了應對公司在創建新品牌或衍生品牌時將面臨的重要問題的工具,同時保護您現有的品牌和「.com」在全球變動的網際網路景觀中。作者Jennifer C. Wolfe和Anne H. Chasser巧妙地向品牌高層管理人員和知識產權律師展示了如何在下一代網際網路中增加其倡議的價值和成功。

本書特點包括與世界領先公司的高管進行的訪談,包括寶潔、微軟、時代華納、雅虎、Neustar、AUS Registry、ICANN、Remax、國際商標協會、Verizon等等;探討了貴公司可能在創建新品牌時面臨的相關情況;為保護您現有的「.com」和品牌在不斷變化的網際網路世界中提供專家指導;提供了將「.com」擴展為「.anything」的破壞性創新思路。

快速變化的網際網路新體制正在影響全球數以億計的網際網路用戶,更不用說已經擁有「.com」的每一家企業了。在變動的數位世界中最大化您的機會,並以《Domain Names Rewired》中的願景策略領先競爭對手。