Objectives of knowledge management

Other e-commerce legislation
Sparrow (2000) identified eight areas of law which need to concern online marketers. 
Although laws have been refined since that time, this is still a useful framework.
1 Marketing your e-commerce business
Sparrow used this category to refer to purchasing a 
domain name
for a website, but other 
legal constraints now also fall under this category.
A Domain name registration
Most companies are likely to own several domains, perhaps for different product lines, coun-
tries or for specific marketing campaigns. Domain name disputes can arise when an indi-
vidual or company has registered a domain name which another company claims they have 
the right to (see Chapter 3).
A related issue is brand and trademark protection. Online brand reputation management 
and alerting software tools offer real- time alerts when comments or mentions about a brand 
are posted online. Some basic tools are available including:
● 
Googlealert (
www.googlealert.com
) and GigaAlerts Google Alerts (
www.googlealert.
com
) which will alert companies when any new pages appear that contain a search phrase 
such as your company or brand names.
● 
Copyscape (
www.copyscape.com
) is used for locating duplicates of content that may 
arise from plagiarism. Blog Pulse (
www.blogpulse.com
) gives trends and listings of any 
phrase (see example in Figure 4.9) and individual postings can be viewed.
Domain name
The domain name refers 
to the name of the web 
server and it is usually 
selected to be the same 
as the name of the 
company.
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