Cantitate/Preț
Produs
Total produse
Vezi coșul
Domain Names Rewired de Jennifer C Wolfe

Domain Names Rewired

Autor Jennifer C Wolfe, Anne H Chasser
en Limba Engleză Hardback – 6 noi 2012

După parcurgerea acestei lucrări, liderii de business vor fi capabili să fundamenteze o strategie digitală imună la fragmentarea internetului, transformând riscul noilor extensii de domeniu într-un avantaj competitiv de branding. Suntem de părere că volumul Domain Names Rewired reprezintă un instrument critic pentru orice director de marketing sau avocat specializat în proprietate intelectuală care asistă la expansiunea explozivă a spațiului virtual de la clasicul .com la universul vast al domeniilor .anything. Notăm cu interes modul în care Jennifer C Wolfe și Anne H Chasser reușesc să traducă complexitatea tehnică a ICANN în decizii pragmatice de management. Spre deosebire de abordările pur teoretice, textul se ancorează în experiența directă a unor giganți precum Verizon sau Time Warner, oferind soluții pentru protecția brandului într-o eră a bugetelor optimizate. Cititorul care a aplicat ideile din Brand Rewired va găsi aici continuarea logică a procesului de inovare, mutând focusul de la creația de brand la securizarea și valorificarea acestuia în infrastructura digitală globală. Dacă Branding @ the Digital Age punea bazele prezenței virtuale, Domain Names Rewired oferă mecanismele avansate de apărare și expansiune necesare astăzi. Ne-a atras atenția rigoarea cu care este tratată inovația disruptivă. Autoarele nu se limitează la analiza juridică, ci propun un cadru strategic pentru evaluarea activelor intelectuale. Este o lectură esențială pentru a înțelege cum evoluția numelor de domeniu rescrie regulile vizibilității online și ale încrederii consumatorilor, oferind un avantaj decisiv celor care acționează înainte ca piața să devină saturată de noile extensii.

Citește tot Restrânge

Preț: 39751 lei

Puncte Express: 596

Carte tipărită la comandă

Livrare economică 06-20 iunie

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă

Specificații

ISBN-13: 9781118312629
ISBN-10: 1118312627
Pagini: 272
Dimensiuni: 157 x 235 x 19 mm
Greutate: 0.54 kg
Editura: Wiley
Locul publicării:Hoboken, United States

Public țintă

Marketing and branding executives, intellectual property lawyers and strategists, and corporate leaders involved in brand building and protection to understand how to react to this unprecedented change in the Internet. An additional market will be intellectual property strategy consultants, intellectual property lawyers, valuation professionals, and intellectual asset managers who will use this book as a means to develop their strategy for brand protection and resolution of disputes. Ancillary markets will include venture capitalists and emerging companies seeking to maximize their opportunities in the changing digital world.

De ce să citești această carte

Recomandăm această carte executivilor care doresc să prevină uzurparea identității digitale a companiei lor. Veți câștiga o viziune clară asupra noii arhitecturi a internetului și instrumente concrete pentru a decide dacă merită să investiți într-un domeniu generic propriu. Este ghidul strategic necesar pentru a naviga trecerea de la simpla posesie a unui site .com la o prezență digitală multi-stratificată și protejată juridic.

Despre autor

Jennifer C. Wolfe este un strateg recunoscut în domeniul proprietății intelectuale și consultant pentru companii din top Fortune 500, fiind specializată în adaptarea brandurilor la schimbările tehnologice. Anne H. Chasser, co-autoare și o figură marcantă în domeniu, a servit ca subsecretar de stat pentru proprietate intelectuală în cadrul USPTO (U.S. Patent and Trademark Office). Împreună, cele două combină rigoarea juridică cu viziunea de business, continuând temele explorate în lucrările lor anterioare despre „rewiring” (recablarea) proceselor de branding pentru a răspunde provocărilor erei digitale.

Descriere scurtă

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.

Notă biografică

JENNIFER C. WOLFE was recently named one of the top 300 global intellectual property strategists by IAM magazine for the second year in a row. She is the founder and CEO of Wolfe Domain, a global gTLD strategy advisory firm and co-managing partner of Wolfe-SBMC, a prominent woman-owned intellectual property law firm with offices in Cincinnati, New York City, and Spokane, Washington. She is a successful entrepreneur and was elected as the first female president of the Greater Cincinnati Venture Capital Association. She has helped found technology start-ups and serves on the boards of emerging growth companies. Clients served include: Microsoft, Nestle, Procter & Gamble, Duke Energy, FirstGroup America, and many emerging technology companies. She is a certified Six Sigma Black Belt in process improvement, nationally accredited in public relations, and has been a regular contributor to national legal and technology publications. She was recently appointed to serve on the Generic Names Supporting Organization Council of ICANN. ANNE H. CHASSER was named one of the 50 most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the U.S. Patent & Trademark Office and president of the International Trademark Association. She has achieved top-level executive experience in both government and higher education administration as Associate Vice President for Intellectual Property at the University of Cincinnati and Director of Trademarks and Licensing at The Ohio State University. She has been trained in negotiation at Harvard and is widely recognized as a visionary thought leader in IP. She was recently inducted into the College Licensing Hall of Fame and is a member of the Trademark Public Advisory Committee for the U.S. Patent & Trademark Office. She also serves as an advisor to Wolfe Domain. This is the authors' second book. Their first book, Brand Rewired, was highly recognized as a forward-thinking innovative approach to brand development and protection by spanning silos within organizations.