A Practical Guide from Start-up to Global Success
Chapter 12: Before you post anything online
The internet is a very powerful tool which has enabled many businesses to grow extremely quickly. It enables near instantaneous global communications with customers and potential customers both via customer service tools such as instant messaging and chat bots and social media itself. However, it is not without its fair share of potential pitfalls. This chapter looks at some of the more common issues that face the fashion industry when conducting business online. This includes the importance of clearing intellectual property rights before using them online, an introduction to Creative Commons licences and the way in which online takedowns work. It also introduces some of the issues connected to Google advertising. These issues are considered in more detail in the context of advertising (Ch 16).
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