Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Marketing Vulnerabilities in an Age of Online Commerce

Marketing Vulnerabilities in an Age of Online Commerce
View Sample PDF
Author(s): Robert S. Owen (Texas A&M University, USA)
Copyright: 2009
Pages: 5
Source title: Encyclopedia of Information Science and Technology, Second Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-60566-026-4.ch401


View Marketing Vulnerabilities in an Age of Online Commerce on the publisher's website for pricing and purchasing information.


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.

Related Content

Christine Kosmopoulos. © 2022. 22 pages.
Melkamu Beyene, Solomon Mekonnen Tekle, Daniel Gelaw Alemneh. © 2022. 21 pages.
Rajkumari Sofia Devi, Ch. Ibohal Singh. © 2022. 21 pages.
Ida Fajar Priyanto. © 2022. 16 pages.
Murtala Ismail Adakawa. © 2022. 27 pages.
Shimelis Getu Assefa. © 2022. 17 pages.
Angela Y. Ford, Daniel Gelaw Alemneh. © 2022. 22 pages.
Body Bottom