E-business obviously has legal challenges and capabilities; therefore, some area for creation legal framework for e-commerce in accordance with current terms and requirements is evident. At the same time, because of the undeniable role of intellectual property in the development process based on knowledge, it is highly important to find a special place for the intellectual property rights. Legal protection of intellectual property rights enhances the competitiveness and prosperity of corporate, leads the industry and trade, and finally paves the way for the development. That is really the case of e-commerce as a new tool to accelerate and facilitate business through the usage of mechanisms and electronic networks.
Intellectual property (IP) is referred to industrial property and rights of copyright. It includes trademarks, patents, industrial designs, and protection of utility models, trade dress and layout-designs. From the point of view of e-commerce, IP has such value because e-commerce involves trading products and services, which have IP as the basis. Such kinds of production as music, pictures, software, training modules are traded via e-commerce regarding IP as the core component of value in this transaction. The importance of IP lays in protection the things of value, which are traded. Without the usage of technological security systems and laws of IP, all these things can be stolen or pirated therefore causing business collapse. Moreover, IP is an essential part in the creation of e-commerce work. Components of the Internet networks’ excellent work including software, networks, routers, user interface systems are forms of IP, and they are protected under the law. Presented in branding, customer recognition essential elements of web-based business, trademarks are an important part of e-commerce business.
E-commerce businesses and the Internet related businesses are based on the product or patent licensing. The reason lays in existence of variety technologies, which are important for product creation that companies often outsource the development of some component of products or share technologies via licensing arrangements. In other way, if each company develops and produces all necessary technological aspects of every products in an independent way, the development of IT-products will not be real. The economics of e-commerce is based on companies which work together in order to share the capabilities and business risks. Majority of the most important legal issues due to electronic commerce are not new. The task of lawyers is recognizing the increased significance of several legal issues to the environment of online area. The lawyer is well placed to assist clients pro-actively to minimize their exposure to legal liability for better understanding technical, contractual, intellectual property, and regulatory issues, enhancing the importance in the new economy. All allocated recourses should be determined on legal possibility to be included in business process or transaction. There is a widespread opinion that the Internet cannot be regulated and controlled. It is hardly can be true. The laws have appeared exactly with growth of the Internet popularity.
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Technologies make challenges to legal and regulatory infrastructures and offer the solution to security, integrity, and authenticity issues. E-marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. It is hard to find differences in terms e-marketing, the Internet marketing, and online marketing as they are interchanged. Actually, e-marketing is the process of marketing a brand via the Internet. It contains indirect marketing elements, direct response marketing and variety of technologies helping connect businesses to their customers. It is clear that e-marketing covers all the activities a business conducts via the global network with a goal of attracting new business, which include current business and its developed brand identity. The reimbursements from e-marketing will exceed that of traditional marketing strategies, if they are implemented correctly.