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Clicking Through: A Survival Guide for Bringing Your Company Online
by Jonathan Ezor
Product Group: Book
Publisher: Bloomberg Press (1999-10-01)
ISBN: 1576600734
EAN: 9781576600733
Dewey Decimal #: 658.05
Paperback: 253 pages
SKU: 19-7
Condition: Very Good
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Editorial Reviews
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Product Description
"Clicking Through" opens up cyberspace opportunities for entrepreneurs in a practical, how-to guide. The Internet presents a new universe of 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 at 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: linking to other sites to foster greater e-commerce, handling copyright and privacy issues, protecting ownership of content, successfully contracting with vendors, mastering 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. Informs entrepreneurs about: * Contracting with technical and creative vendors * The dos and don'ts of e-commerce * Web site content and copyright issues * Avoiding Internet-related liability * Implementing an online strategy * Plus: useful case studies highlighting real company situations
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Customer Reviews
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A Must Read & Still Relevant in 2004
Rating  (5)
Date: 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.
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A Good Read!
Rating  (4)
Date: 2001-03-17
1 out of 1 customers found this reveiw helpful
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.
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A practical guide to the craft of becoming an eBusiness
Rating (5)
Date: 2001-02-08
2 out of 2 customers found this reveiw helpful
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.
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A "must have" for every business owner's book shelf.
Rating (5)
Date: 1999-11-19
9 out of 11 customers found this reveiw helpful
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!
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On the 'Net? Going to be? Get this book first.
Rating (5)
Date: 1999-11-17
23 out of 25 customers found this reveiw helpful
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.
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