Chapter 21. Covering All the Bases


  • Using domain names and trademarks

  • Soothing common fears

  • Establishing policies for returns

  • Investigating alternate approaches

Well, there just had to be a chapter where all the little, miscellaneous bits were covered, and this one is it. No matter what kind of Web site you're running (or contemplating running), there's something in this chapter that you'll need to take a look at.

From choosing a domain name that doesn't conflict with old-style business models and trademarks to figuring out how to fit the latest techniques of online advertising into your business model, we've got you covered.

Using Domain Names and Trademarks

A domain name is often thought to be the same thing as a company name. In most people's minds, a dot-com name is as much a corporate name as Nabisco, Ford, or Sears. But there's a tremendous difference in the legal sense.


We do not pretend to be lawyers, and this book does not offer legal advice, but rather merely presents a summary of situations that are of concern to Web developers. Always seek the advice of a qualified attorney with experience in matters pertaining to the Internet before making any decision or committing to any course of action relating to trademarks.

A trademark is a symbol that indicates the source of a product or service. It has a tangible value because it establishes one brand as different from all others. A domain name is, legally speaking, an address on the Internet and nothing more. This ...

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