23 of 25 people found the following review helpful:
5.0 out of 5 stars
On the 'Net? Going to be? Get this book first., November 16, 1999
By A Customer
This review is from: Clicking Through: A Survival Guide for Bringing Your Company Online (Paperback)
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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9 of 11 people found the following review helpful:
5.0 out of 5 stars
A "must have" for every business owner's book shelf., November 19, 1999
By A Customer
This review is from: Clicking Through: A Survival Guide for Bringing Your Company Online (Paperback)
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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2 of 2 people found the following review helpful:
5.0 out of 5 stars
A practical guide to the craft of becoming an eBusiness, February 7, 2001
This review is from: Clicking Through: A Survival Guide for Bringing Your Company Online (Paperback)
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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