Marketing Vulnerabilities in an Age of Online Commerce
Robert S. Owen (Texas A&M University, USA)
Copyright © 2009.
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This article provides an overview of strategic and tactical threats to the marketing efforts of businesses engaged in online marketing activities. Marketing-related assets that are vulnerable to attack include networking and hardware resources, human resources, information resources, promotion resources, and brand equity and customer good will. Vulnerable areas that an organization should protect include its core network and computing infrastructure, its internal social infrastructure, domain name registrations related to its branding, and branding exploits on external social networks. Although hacks of networking and hardware resources are of concern, the focus of this article is on encouraging marketing managers and strategists to consider a wider variety of external and internal threats.
Strategies And Tactics For Attack
The following are emerging strategies and tactics that have been enabled by online activities.
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