Trademark Strategy in the Internet Age: Customer Hijacking and the Doctrine of Initial Interest Confusion

Material TypeArticleLanguageEnglish
TitleTrademark Strategy in the Internet Age: Customer Hijacking and the Doctrine of Initial Interest Confusion Author(S)Clifford D. Scott (Author)
Abstract  Internet search engines allow rapid access to customers – and the potential for rapid loss of customers. “Search engine optimization” techniques create a direct mechanical pathway to inertial disruption, allowing a website owner to hijack “Firm A's” trademarks, then use those trademarks to steal Firm A's established customers. This article explains what marketers need to know about federal trademark law within an Internet context. The sequence and substance of the federal court's cyber-age infringement analysis is illustrated via examination of several recent cases ...Paginationp 176-189
SubjectCommerceDescriptorsRetail trade
Journal TitleJournal of Retailing  
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