Strategic Marketing Managment Case Study Example | Topics and Well Written Essays - 750 words

Strategic merchandise Managment - Case Study ExampleThey have tried their hardest to keep Google forward from the shores of book studyning and digitizing to millions of readers worldwide. What their vertex of view does is to present a gloomy picture of the idea that the Authors lodge have and how they want to assoil from each and e precise opportunity that comes their way. The basic objection to the digitizing and book scanning looking at is that Google give aways use of these excerpts on its web pages which are filled with advertisements thus accounting to huge returns on the part of Google in the act of advertising tax incomes and marketing shares. There seems to be no other way than to adopt the advertising bandwagon since Google is a public domain in the present times to a greater extent than anything else and any and everybody can copy, view and scan whatsoever he or she wants for their reading pleasure (Author Unknown 2005). The hunt engine does its best to make the texts, which can range from parodies to excerpts of the various books, presentable to all and sundry and it is only with the naivety attached with this thinking perspective of the Authors Guild that the project seems to hit the doldrums. Moving further ahead, the Authors Guild raises the point that Google is infringing the copyright laws whereby it has bygone a step ahead of its competitors like Yahoo and the like and presented the books in a scanned mode (Brumfield 2005). What the Authors Guild forgets is the fact that it is for the betterment of the readers themselves for whom the books are written in the first place. The Authors Guild is basically opposed to the Google mark Library Project which has the basic functioning of scanning nearly all parts of a incident book which has been taken from the libraries of University of Michigan, Stanford University, Harvard University, Oxford University and the New York Public Library (Author Unknown 2005). These texts are easily searchab le courtesy the Google search engine and thus the intended users (readers) can easily go by dint of the contents of the books on view. The aspect of advertisements on these web pages where the texts are made available through the search corridor is something that raises quite a a few(prenominal) eye brows on the part of the Authors Guild and thus they come up with the faintest of lawsuits which asks to prohibit the searchable capacity of these books through the help and facilitation of Google. The President of the Authors Guild, Nick Taylor suggests that this perspective alone presented by Google is a clear cut intrusion of the copyright laws and hence the searchable capacity made available on the part of Google should be taken away as far as Google is concerned (Kuchinskas 2005). The Google authorities are rightfully pointing out the benefits that the general viewing audience (readers) of these books would indeed have and not only that but also the sale of these books would inc rease as a result, an aspect which could draw huge revenues for the authors who have penned down these books. Somehow or the other, they seem to forget this very vital aspect. As a business entity, Google extracts money and in more business like terms, the revenue from allocating space in the form of banners, buttons and hyperlinks to advertisers at rates which are not only cost telling but also aim at bulk deals (Mills 2005). With this, Google gives them an opportunity to come back and invest more and more with the help of ads since they (advertisers) believe that they get the best possible