Average customer rating:
- DOUG MILLSTIEN IS OUT OF THIS WORLD
- Setting your brand on fire.
- my review
- Not Hype! A System for Reality...and innovation.
- Beyond the Frontiers - A genetic approach to the Brand
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Firebrands: Building Brand Loyalty in the Internet Age
Doug Millison , and
Michael Moon
Manufacturer: McGraw-Hill Osborne Media
ProductGroup: Book
Binding: Hardcover
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Marketing Metrics: 50+ Metrics Every Executive Should Master
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Marketing by the Dashboard Light
ASIN: 0072124490 |
Book Description
This book explains digital branding and how to implement it in the current marketplace.
Download Description
This book explains digital branding and how to implement it in the current marketplace.
Customer Reviews:
DOUG MILLSTIEN IS OUT OF THIS WORLD .......2007-08-07
This person cant write if his life depended on it, i read it and now used it for a door stop. I wouldnt recommend this to anyone. I might use it if hes lucky for my son to sit on at the dinner table.
Setting your brand on fire........2001-06-09
There are so many books on the market that discuss the concept of 'brand' from so many different points of view, that it's difficult to sort out the good from the bad. This is one of the good ones.
Moon and Millison define the basic concepts around brand. They explain in clear buzzword-light language what influences the growth and positioning of a brand. Finally, they provide ample and well-explained pointers to further reading to help understand some of their basic ideas more clearly.
As a consultant working for a systems integrator, one of the things that impressed me the most was the focus on execution. Many books about branding seem to imply that the technical details are irrelevant to brand success, but _Firebrands_ makes the point that a relationship with a customer only has brand value when supported by appropriate policies, training, and technical infrastructure. This is a message that can't be, IMO, repeated often enough.
Well worth the time to read.
my review.......2001-03-08
I have read Firebrands and found it extremely useful. As a systems integrator in St. Louis, I have used this book to help my clients understand the importance of a technical infrastructure in building a vibrant brand.... Mind you, this is not a 60 second brand manager book.
Not Hype! A System for Reality...and innovation........2001-03-05
Firebr@nds is not a bedside book, it's a cookbook, a tool for being AT CAUSE when it comes to building successful, powerful communications for the internet.
As a Technology Interface Architect , the building of brand into the interaction of the product is vital to it's success.
My clients over the past 12 years have been besieged by what appears to them this mysterious thing out there that will grow over some process, that we will somehow invoke, and it will be successful if the powers that be are on our side.
This book makes it all very clear, while eliciting sympathy for all of us who have built brands. A genuine appreciation for its complexity is gained as you read a systemization of brandbuilding in Firebr@ands.
Moon has given us a thorough and deep taxonomy for building the brand from many different pragmatic angles. The dramatic distinctions in language make it easy to use the language as a tool in any company when it comes to educating organizations in building brand.
This is a book that I will return to over and over again as I help my clients grow their products into the future. It was a very brave, and necessary book to write. BRAVO!!!!
Beyond the Frontiers - A genetic approach to the Brand.......2001-03-01
As the Chief Technical Officer of a Texas based e-services and print communication firm, I live in this interactive brandspace on a daily basis. The problem with this brave new world of pixels is simply that much is said and much is written but little intelligent communication occurs. I find the innovative and far reaching approach taken by Michael Moon to be the de facto foundation for the next "big thing".
The approach that one must take to these new media spaces and channels is not readily discernible from the clearly defined trails blazed in the more traditional areas of branding. This new territory is as different as the Earth is from the Moon [no pun intended]. The book travels beyond the areas marked as "unknown - there be dragons here" and opens a clear and understandable path into formerly mysterious areas.
What we need out here in the field is less hype and more substance. Firebrands is a rational, ground breaking treatise on the evolution of Branding. This is a pivotal work that serves as a wonderful deskside companion, as indispensible to me as my spell checker or my browser.
Michaels' best practices mental evolution from the time of the Jeff Martin led Digital Brand Building Seminars of the mid-90's to this opus show an extraordinary depth and breadth of thought and research . The Firebrands book is the Gray's Anatomy of Brand "science".
As my company moves forward with ground breaking, market defining services in the area of brand guaranty we will continue to consult the Firebrands roadmap. We anxiously await any follow-up materials that might come from this mind trust.
Be warned - this is not a shallow pop-business, executive book of the hour read. This is a genetic level approach to a new mindset. It must be read slowly, deliberately, and with a totally open mind. The graphics are not simply illustrative they are literally a book unto themselves. Read this brandspace atlas one chapter at a time, review the graphics, and with time and reflection you will understand.
Book Description
For businesses that are either planning to launch a new e-business or increase the profits of an existing one, this book provides techniques and methods to increase effectiveness and growth. Approaches to viewing a company's foundation introspectively through products, services, branding, target markets, online objectives, and budget are discussed, as is how to objectively evaluate the effectiveness of a website. Proven online marketing techniques such as link strategy, mail lists, content site advertising, newsgroup marketing, viral marketing, RSS, blogvertising, behavioral advertising, and emerging techniques are outlined. Guidance in the areas of creating the right interface, design and brand integrity, online copy and quality content, persuasive navigation and functionality is also given and methods for campaign testing, measuring metrics, and analysis are covered.
Customer Reviews:
Was a schill for the authors other book and certain companies.......2007-02-17
This book was largely uninformative, too broad in scope to be useful, and every chapter it felt like it was a pitch for some web companies's Wares, including the other authors Book. Do not waste your time on it.
Great Book.......2007-01-10
Gives a great overview of different strategies to use that are quick & easy to implement.
Book Description
This book will show you how to become the next huge online success story
"Your goal as an Internet entrepreneur should be to have a presence on everyWeb-based marketplace where your customers and potential customers shop. In The Online Millionaire, I'll introduce you to the most popular online channels and reveal the tricks of the trade for excelling in these marketplaces.
"You'll learn the ins and outs of selling on eBay, Amazon.com, Yahoo!, Overstock.com, and other auction marketplaces. You'll also read about how to use search engines and comparison-shopping sites to attract customers and drive sales. Plus, you'll find out how to go about building your own professional e-commerce store, along with proven ways to make money promoting other companies on your site.
"While it is still the 800-pound gorilla of e-commerce, as you'll realize by the timeyou reach the final pages of this book, online entrepreneurs now have many other options to reach buyers beyond eBay. I'll show you exactly how to launch your own multi-channel online marketing empire, regardless of the types of products you sell. You'll discover how each online channel works, what it costs to sell there, how to get started, and what products sell best.
"So, let's get started on this journey to creating a thriving online business that can put your company front and center on all of the world's top e-commerce sites."
--From the Introduction
Customer Reviews:
Millionaire Breaks It Down.......2007-08-12
"The Internet is no longer an uncharted business frontier"... the first words I read.
The Online Millionaire is a how-to that zeroes in on this idea.
Serving up lessons on everything from eBay to building your own website author Amy Joyner backs up theory with stories from the front lines. Lacing each chapter with stories retold by online millionaires, Joyner's 101 approach (with sub-chapter headings like The Lowdown and How It Works) may not appeal to the Internet enthusiast, or anyone under the age of 16, but will be a breath of fresh air to the web-challenged. Joyner keeps it simple and paints with broad strokes . . . so for me - a member of the latter group, Millionaire helped break down the intimidating and self-imposed barriers I have towards the Internet. I couldn't build a website before reading this book and I probably won't anytime soon, but the curtain has been pulled and the mystery revealed.
A must-have reference.......2007-05-19
Don't let the word "Millionaire" scare you away from getting your hands on this book. When you are armed with the right knowledge, tools, and willpower, the possibilities are endless.
It is written by Amy Joyner. She previously wrote the book "The eBay Millionaire" and other numerous books. She also runs her own successful eBay business and has quite a history as a business and technology reporter.
If you are familiar with selling items on eBay and/or selling items from your own website, you will really enjoy the opportunities described in each chapter of this book. You'll be shown ideas of how to expand exposure for your business.
Amy presents information in an easy to follow layout and includes an Action Plan in each chapter. Topics range from auctions and other online marketplaces to the tools that are available to help you streamline your business.
You will also read two to three success stories within each section. I thoroughly enjoyed reading these and I will definitely refer to them again for inspiration. You won't feel alone when you learn how some current thriving businesses started out of necessity and with hardly any available financing. Amy does a great job relating the stories, including mine, which is the last story in the book about success with Affiliate Programs.
Think of this as a must-have reference... a road map to kick your business into high gear.
Book Description
This text provides comprehensive coverage of the field of Internet marketing that is timely and relevant. It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues. Above all, it works on the premise that the Internet?whether used as a medium of communication or as a channel of distribution?is only one component of the contemporary marketer?s arsenal. The key issue facing marketers today is how to best integrate this powerful new component into their strategies and media plans. That ongoing challenge represents the essential theme of this text.
Amazon.com
There's no mystery about why Internet-centric businesses figure prominently in the popular consciousness these days: they're a great way to make a lot of money. The Complete Idiot's Guide to Starting an Online Business acknowledges that you can make a killing by taking a Web company public and explains, in layperson's terms, a bit about the process. However, the real service in this book is in the way it brings the reader down to earth by puncturing visions of instant e-wealth and then diligently explaining how to make real (read "bankable," not necessarily "enormous quantities of") money. The income streams you can build are generally tiny by Wall Street standards, but they can be very significant on a personal or family scale. You'll get a realistic view of Web business here, and that's why this book is worth reading.
The book suffers a bit when it attempts to explain the mechanics of Web publishing (a huge subject that's covered far better elsewhere), and there's very little discussion of the specific procedures involved in setting up a site to take credit cards. (This is a significant omission.) Coverage of soft matters, however, is good. The reader gets a tour through the thought processes involved in developing a business plan, plus all the details online entrepreneurs have to take care of (including dull things like fulfillment and order processing). Having a good idea and an attractive Web site won't cut it. Rather, a successful business has to know its product, know its customers, and unfailingly provide top-flight customer service. This book shows how to do all three. --David Wall
Topics covered: Selling products and services on the Internet, as the startup process applies to everyday entrepreneurs. Sections deal with defining a business plan, getting money for startup and growth, designing a Web site that draws and retains customers, advertising, marketing, and fulfillment.
Book Description
The Complete Idiot's Guide to Starting an Online Business shows why and how to establish company Web sites and Intranets. It speaks specifically to the idea of distributed information as capital and how to use the Web and Web technologies to positively impact revenues. See how to set objectives, create strategies, and implement programs for Web-related communications that will impact your company's marketing, sales and financial activities. Learn to manage a Web site and maximize the use of information gleaned from an online presence. Also included: an overview of E-commerce, explanations of various Web software tools, the basics of Web design and how to set up a company Intranet.
Customer Reviews:
Don't bother.......2001-01-25
This book tries to cover all aspects of e-commerce on the internet but stays at a "dummy" level in terms of educating the reader about the specifics. It lacked depth and was too general for me to get anything out of it. Plus it is cluttered with many outdated and annoying web references that detract readers from the chapter readings.
A great reference tool.......2000-07-19
There are a lot of references to resources on the web relating to the topics covered in the book. Just what I needed! The book has straightforward and simple writing about the considerations of starting and running a web site for profit. Then if you want to do more research, there are plently of URLs to start your research on the web about the resources available. Perfect for a beginner. This book also is showing up on bookshelves under the title "The Complete Idiot's Guide to Starting an Online Business" under the same ISBN. Gordon Whyte is not given credit as an author on this version, he just does the forward for the book.
Best book for the starter.......2000-05-13
After reading this book, I have started my own website. It gives most of the information required to setup online business
Book Description
Leading brands and the intellectual property of successful organizations are increasingly falling victim to hostile tactics from unscrupulous businesses. Unwanted brand associations, product piracy, and other forms of online brand abuse threaten to alienate consumers and undermine the success of companies in every industry.
Defending the Brand introduces strategies being used by companies around the world to fight back and regain control, preserving brand equity and rescuing potentially lost revenue. From marketing and sales initiatives that discourage abuse to how to collect intelligence on possible wrongdoers, this timely book is as valuable as it is fascinating.
Punctuated with eye-opening stories from real companies like Home Depot, Disney, the Red Cross, Nintendo, and the Associated Press, Defending the Brand is a call to action for companies unwilling to compromise the power of their brands and the success of their products.
Customer Reviews:
Fascinating look at new threats to branding.......2005-10-03
Just a decade ago, defending your brand essentially meant ensuring that sidewalk vendors weren't hawking knockoffs of your goods. That has changed drastically with the explosive growth of the Internet, which has revolutionized retailing, but has also made it easier for thieves to hawk counterfeit product.
Leading brands are finding the Internet to be a perfect vehicle for reaching out to their existing customers and finding new customers. The flip side is that for every Internet marketing method there exists a nefarious online activity that exploits the power and goodwill of established brands. For example, rumors and fictitious product information can hurt companies' brands.
Never before have companies faced such a siege on their intellectual property and brands, so the publication of Defending the Brand is timely. In a fascinating depiction of today's threats, the book explains in lay terms how an organization can develop a strategy to fight brand thieves.
The eleven chapters are replete with real-world examples of how companies such as Home Depot and Disney have struggled to protect their brands online. The author furnishes effective advice on how companies can better deal with situations ranging from digital brand abuse to illegal distribution. At 250 pages, Defending the Brand is a quick and fascinating read.
Good phishing resource.......2005-01-17
Our company has been the victim of phishing attacks and it has been hard finding books that can help. Def the Brand was recommended to me by a friend and it has been very useful for some aspects. Defending the brand is not only valuable for marketing and legal professionals but I would call it a must read for security professionals given the changes in what we are dealing with. The book does a good job covering the different ways that other people on the Internet can use/abuse your corporate identity.
Defend the Brand.......2004-03-25
Wow, this book provides a tremendous amount of insite into the world of online brand management. New technology has created a new set of issues for brand managers and IP counsel. Ten years ago cybersquating, meta tag abuse and typo-piracy certainly weren't in my vocablulary. This is very informative book from someone who is very knowledgeable of what is going on in the online area......
Read this book if you want to save your companies reputation.......2004-01-22
Mr. Murray has changed my strategy on protecting our image and reputation in the marketplace. I knew that we had to closely monitor the use and licensing of our brand in the off-line world but this book opened my eyes to the on-line marketplace. There is nothing more valuable than our companies reputation and as a result of the great examples given, I've changed the way our digital marketing group operates with the Internet. Thanks Brian for this valuable contribution to preserving our shareholders investment.
If your business has a web page you should read this.......2004-01-09
"Defending the Brand" is the definitive work in the field of protecting your brand presence on the Internet. I have read several books on Internet Security, site hijacking, and other problems of the Internet and even hold a security certification. I am not aware of any other book on the market today that explains so well the problems of malicious hackers and pranksters and how quickly they can destroy your brand name. The book is full of example after example of real-life problems that others have faced and solid advice on how to handle each of the various situations. Of course, it also has sound, positive steps you can take to help protect your brand from problems to begin with. Author Brian Murray doesn't give basic advice that is supposed to fit every situation but helps the reader to determine what factors make a situation warrant action, which ones are better off left alone, which ones might require legal action, and which ones trying to get a legal letter so they can further defame your brand name. Every business with an Internet presence should have a copy of this book. Using the Internet it is now possible to lose many years of positive customer relations in a matter of just a few days. You are responsible for knowing how to protect your company and yourself and this book will open your eyes.
Amazon.com
"One of the big fears about the Internet," says Moira Anderson Allen in Writing.com, "has been that it would (or will) replace traditional markets for writers." Instead, it seems not only to have increased the number of markets for writers, but also to have made the process of writing for traditional markets easier. Research can be conducted from the privacy of your own home (and the information found, though at times questionable, is more likely to be up-to-date). Potential markets can be checked out online. You can schmooze with other writers without buying a cup of burnt coffee at your nearest bookstore café. In short, the Internet saves writers time and money. Allen divides her book into three sections: researching online (including evaluating and using search engines), communicating online, and publishing online. Her appendixes include 500 "excellent" writing sites.
Can you query via e-mail? How about conduct an interview? Are online critique groups and classes worthwhile? The answer to all these questions is a qualified "yes." Allen's most resounding "yes" is to the writer who asks whether it's necessary to have a Web site. Why? To post clips, "to establish your expertise and/or educate readers," to promote your books, and to educate writers. Don't be daunted; Allen tells you what a writer's Web site should and shouldn't include (leave out the snapshot of Fido), as well as how to construct and then promote a Web site. Yes, publishing online has resulted in some significant losses of rights for writers, which are clearly discussed in Allen's book. But it can also bring you worldwide exposure, even if you live in the middle of nowhere. Just be sure your chosen nowhere is supported by a decent ISP. --Jane Steinberg
Book Description
This indispensable resource tells writers of all kinds how to take full advantage of Internet technologies and resources to improve skills, increase sales, and build recognition. Both experienced and novice writers will learn how to use cutting-edge tactics to uncover new domestic and international markets; to communicate and conduct writing business successfully over the Internet; to find and use writers' groups effectively; to use a Web site to promote books and articles and attract readers; to start an e-zine; and much more.
Customer Reviews:
Thought about writing for the Internet?.......2003-10-04
Have you ever thought about writing for the Internet and were afraid to ask how to go about it? Fret no longer, Moira Anderson Allen has probably written the bible pertaining to writing and the Internet.
Her comprehensive tome entitled Writing.Com: Creative Internet Strategies To Advance Your Writing Career-Revised Edition is an update of a previous book published in 1998. As she mentions in her introduction, "the purpose of the second edition is to take a fresh look at the Internet and answer the question, "What does it mean to writers today?"
A non- fiction book pertaining to a particular subject matter is worth reading, provided it painlessly imparts a great deal of information. This is exactly what Allen has managed to achieve in covering just about all you need to know and more about Internet publishing.
In addition, the book comes with an electronic guide to online resources for writers. This guide offers nearly two thousand listings that are available as a downloadable PDF file. A password and URL site are provided.
Extremely well organized, complete with an alphabetical list of online resources and index, the book divides itself into eighteen chapters and two appendices. The author explores where writers and the internet are today, mechanics of the Internet, online research, writing communities, finding markets online, email queries and submissions, screenwriting and the Internet, electronic rights protection, piracy, scams, promoting your book, web sites, e-zines and newsletters, various kinds of publishing, e-books, and the future. At the end of every chapter, Allen provides Internet resources, where you can further your knowledge on the various topics.
What is interesting about Allen's writing is she never strays from what she is trying to explain. She neatly sums all the queries a novice or a veteran would like to know about Internet publishing. Moreover, Allen's writing is crisp and clear, and she avoids using sophisticated technical terms that would turn off many a reader.
For example, a glance at the chapter dealing with networking online and joining the writing community, the reader is immediately informed that many of the people who contribute to these forms are top-name authors and editors. The reader is then given a list and explanation of all of the possibilities-newsgroups, forums, chat, blogs, advantages, disadvantages, and twenty tips on effective discussion. There is also within the same section an excellent analysis of critique groups, their advantages and disadvantages. All of this is followed by a list of Internet resources.
Another plus is that you don't have to start at the beginning to enjoy this book. Open any section and you will be intrigued by the abundance of interesting information exposed on the chapter's topic. If you are already familiar with copyright, you can move onto the next section without skipping a beat.
The book represents a welcome contribution to a greater understanding of the many opportunities the Internet presents to authors and writers. A must purchase by Internet publishing beginners as well as the more experienced.
This book was first reviewed on the reviewer's own site: BOOKPLEASURES.COM
worth a read.......2001-09-18
Definately worth your time if you are a writer trying to make it. The strategies are great and have given me hope about how I can get published. Of course, there isn't much writing practice in this book, so you should go elsewhere if thats what you need.
Every writer needs to get this book.......2001-01-12
Writing.com should be in every writers book bag! It is easy to read and has great- useful information. Everone needs to be savy on the internet- this book tells you how.
Rick Frishman. Pres- Planned TV Arts (NYC) ... Co- author GUERRILLA MARKETING FOR WRITERS (Writers Digest Books)
Internet for Writers.......2000-10-20
This is an example of a well-targeted book: a treatise on the Internet for writers. It is a book that writers will identify with. Allen describes where to conduct research, where to find markets, all about electronic rights, promoting your book online and much more. While the book is directed to writers, a great deal of the advice, tips and insight will benefit anyone who wishes to know more about the Internet.
For a detailed description of the book's coverage, click on Table of Contents in the left-hand column of this page. The book also has more than 30 pages of valuable resources and an index.
Moira Allen has been a professional writer of both books and articles for more than 20 years.
As a publisher, author of 113 nonfiction books (including revisions and foreign-language editions) and over 500 magazine articles, I recognize the value of targeting your reading audience. Moira Allen is delivering her vital message to writers in a time of exciting change.
DanPoynter@ParaPublishing.com.
Perfect for the net-savvy writer!.......2000-01-26
I'm a computer-savvy fiction writer who has used the Internet extensively in connection with my writing. This book has really hit the spot for me, as I'm just beginning to formulate more comprehensive Internet strategies. I actually know a lot of the detailed stuff in the book, but no one has ever encapsulated my potential choices so well. The book is well laid out, well written, and imbued with the voice of experience. A must-have for writers keen to blossom in the age of the Internet
Book Description
With the exponential growth of the Internet in the past few years, this tool has become a powerful venue for marketing products to consumers. This book is engineered for professionals looking to gain a better understanding of the integration of technologies and marketing strategies. By understanding the key elements of converging various marketing channels and strategies, professionals will be well on the way to marketing success.
Customer Reviews:
Susan Jones does it again!.......2003-01-31
This book is fantastic! I had the opportunity to have Jones as a professor and have read many of her books. She is an amazing teacher as well as author. Anyone would benefit from reading this book.
A Great New Book on Integrating Online and Offline Marketin.......2002-11-23
What a great book! Text explains the key principles for implementing the strategies needed to be successful in today's onlne/offline world and cases show how smart marketers are making it work now. All the most profitable ways to integrate online and offline marketing in this exciting (and confusing) new world are covered. An excellent sourcebook for marketing executives, general managers and students.
Average customer rating:
- A Must Read & Still Relevant in 2004
- A Good Read!
- A practical guide to the craft of becoming an eBusiness
- A "must have" for every business owner's book shelf.
- On the 'Net? Going to be? Get this book first.
|
Clicking Through: A Survival Guide for Bringing Your Company Online
Jonathan Ezor
Manufacturer: Bloomberg Press
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Similar Items:
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Grassroots Marketing: Getting Noticed in a Noisy World
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Small Business Taxes Made Easy: How to Increase Your Deductions, Reduce What You Owe, and Boost Your Profits
ASIN: 1576600734 |
Book Description
The Internet presents a new universe opportunities for businesses of every size. But the upside and the risk is magnified for smaller companies -- because they have more at stake.
Most big businesses have armies of experts maneuvering the logistics of high-tech Web sites, Internet distribution, and marketing initiatives. In the meantime, smaller companies are still trying to decide whether to take the plunge -- unsure how to go about it. In Clicking Through Jonathan Ezor, an expert on optimizing Internet business, coaches small business owners and managers for online success.
This book goes far beyond the basics. It is the ultimate practical resource for entrepreneurs who are ready to expand and profit from the Internet revolution -- without falling victim to potential pitfalls or legal liability.
Clicking Through offers clear guidance on how to develop an overall Internet strategy: how to link to other sites to foster greater e-commerce, handle copyright and privacy issues, protect ownership of content, successfully contract with vendors, master the rules of e-commerce, and much more. With all that's at stake on the Internet, business owners can't afford to be uninformed about the risks -- and opportunities -- that await them in cyberspace.
Customer Reviews:
A Must Read & Still Relevant in 2004.......2004-04-05
I found this book to be a great read with a significant amount of insightful material on e-commerce development. Anyone contracting for software development should read this book before they start. Even though this book was written several years ago, it remains relevant in 2004.
A Good Read!.......2001-03-17
Are you sick of the condescending tone of most Internet instruction books? Well, Jonathan Ezor has written the book for you. It focuses specifically on managing the risks involved in bringing your company online. Ezor uses Internet jargon, but he defines terms quickly and clearly. He doesn't sugarcoat the risks of the journey into cyberspace. Despite the risks, he shows that the effort is worthwhile because of the Internet's incredible potential for your company. We at getAbstract recommend this book to those who are bringing their companies online, and to those considering this step.
A practical guide to the craft of becoming an eBusiness.......2001-02-08
A good read, and a great addition to anyone's business book library.
If you are looking for a book that will actually provide you with know-how and help in the management and operation of your company, this is the book for you.
There are a handful of books out there that actually make sense for "real" companies trying to move online. This is one of them.
Unlike books full of goofy theories and breathless hype, this book is a clear, methodical exposition and explanation of the legal and structural issues related to becoming an eBusiness.
The author is an attorney, however, unlike the typical "legal department" issues that slow things down, his practical experience with the law will help you speed things up - all the while avoiding pitfalls that could trip you up down the line.
This one is staying in my "must-read" collection.
A "must have" for every business owner's book shelf........1999-11-19
As a business owner, I found this book to be an eye-opener. In a clear and concise manner, the author pinpointed the both the areas to watch out for, and the areas of opportunity when venturing onto the Internet. My partner is now reading it!
On the 'Net? Going to be? Get this book first........1999-11-17
If you have a business and if that business is on the Internet(or going to be), then you'd better get your hands on this book--pronto!
In the lawsuit-happy world we live in, ignorance has never been more deadly.
"Clicking Through" is packed with legal information relating to cyberspace, but it doesn't bog you down in either legalese or techie language.
Here's some of what's covered:
=> ownership of creative materials => copyrights & trademarks => games, give-aways, contests, promotions, & more => pros & cons of linking => multinational marketing => risk/reward of unsolicited email => privacy => marketing to & hearing from children on the Internet => the downside of downloads
I suppose most of us think, and the operant word here is * think *, that we already know this. I found I didn't know nearly as much as I thought.
It's inconceivable that a contest or the wrong link could cost us our business. Sadly, the truth is it happens. Why take the risk?
Did you know that:
=> there are 4 myths about copyrights? And a lot of people on the web break those laws every day? (p. 44)
=> for a promotion to be called a contest, it must include some level of skill? (p. 120)
=> depending on the intellectual property laws of the jurisdiction where the copying (of your site content) takes place, it may in fact * not be illegal, * even if you explicitly prohibit copying of your content in the text of your site? (p. 136)
=> if you collect email addresses from business cards dropped off at a trade show, email sent to these people might be considered spam? (p. 143-144)
=> it's a good idea to provide a link to your site's privacy policy from each of the main pages on the site? (p. 160)
=> the online equivalent of the 'fake i. d." is easier, more serious, and far more prevalent, then in real life? (p. 177)
=> in most cases, an email is considered 'in writing,' and email is often stored long after it has been read and may exist on backup tapes months or years after both sender and recipient delete the note (as Oliver North found to his dismay)? (p. 201
Interesting, isn't it? This is an incredible book written by an Internet-savvy attorney; useful, content rich, timely, & priced right.
Ezor's book is easy to read and I can't think of any topic that's missing. Don't worry about it being out of date. It's newly published & the legal issues, though changing in some areas, don't negate the basics -- and this information is basic.
Average customer rating:
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Little e, Big Commerce: How to Make a Profit Online (Virgin Business Guides)
Timothy Cumming
Manufacturer: Virgin Books
ProductGroup: Book
Binding: Paperback
Strategy & Competition
| Management & Leadership
| Business & Investing
| Subjects
| Books
General
| Business & Investing
| Subjects
| Books
Web Marketing
| Business & Culture
| Computers & Internet
| Subjects
| Books
Internet
| Home Computing
| Computers & Internet
| Subjects
| Books
| Internet & Education
| Online Searching
| Web Browsers
| Web for Kids
ASIN: 0753505428 |
Book Description
Now that the first wave of dotcom mania has passed, the right way to run a website is becoming clearer. If you haven't taken the e-Commerce plunge yet, or if you want to get more out of your website, this book offers simple, plain-speaking advice on how to move forward. We'll introduce you to the world of e-customers, e-competitors and e-suppliers, taking you through the practical steps of getting and staying online. You'll find out what e-Commerce really is and how to do it properly - and above all, profitably - so you can make money instead of draining your resources. With the expert advice in this book, you can stay ahead of this fast-moving game.
Books:
- Firebrands: Building Brand Loyalty in the Internet Age
- Growing Up Digital: The Rise of the Net Generation
- How to Buy, Sell, and Profit on eBay: Kick-Start Your Home-Based Business in Just Thirty Days
- How to Buy, Sell, and Profit on eBay: Kick-Start Your Home-Based Business in Just Thirty Days
- How to Protect Your Family's Assets from Devastating Nursing Home Costs: Medicaid Secrets
- How to Succeed in the Game of Life: 34 Interviews with the World's Greatest Coaches
- How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money
- How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money
- In Search of Stupidity: Over Twenty Years of High Tech Marketing Disasters, Second Edition
- International Sale of Goods in the Conflict of Laws (Oxford Private International Law Series)
Books Index
Books Home
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- How to Handle Difficult Parents: A Teacher's Survival Guide
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- Berlitz French Business Cassette Pack: The Complete Business Companion
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- Lolita
- History: Fiction or Science
- The Evolution of the State Bank of India: The Era of the Presidency Banks, 1876-1920
- Collaborative Customer Relationship Management: Taking CRM to the Next Level
- Animal Life Cycles: Growing Up in the Wild
