Domain Names Rewired

Jennifer C. Wolfe

• 04 december 2012
• 9781118312629

Samenvatting:

The Internet Corporation for Assigned Names and Numbers (ICANN) is moving full throttle to create the next generation of the Internet. What will change in how people use the Internet? How will businesses make money from it? How much will it cost companies to protect their brand when the Internet infinitely grows in size? Get the answers to these and more questions in Domain Names Rewired. In an economic time where global brand protection is more important than ever, renowned IP strategists Jennifer Wolfe and Anne Chasser equip you with the tools to protect your new and existing brands in our globally changing Internet landscape. Featuring enlightening interviews with high-level executives from the world's leading companies; technical specialists; leaders from ICANN and other independent organizations involved in branding and intellectual property; SEO specialists; and leaders from advertising and branding agencies, Domain Names Rewired answers pressing questions, including: Where can you be a market leader in an important new top-level domain? How does your current Internet strategy work in the new landscape? Can your dot com strategy just evolve or do you need to reinvent it? Where will your consumers go if you don't adapt? What are your weaknesses and how do you overcome them? Will you need resources that you currently don't have? Can you cut costs somewhere to cover new costs for your changing Internet strategy? If you had endless financial resources—what would you do? The next generation of the Internet is coming. Discover everything you need to know to prepare for the business revolution that's about to change the landscape, with the cutting-edge guidance found in Domain Names Rewired .