Strategic Marketing Managment - Case Study Example

They have tried their hardest to keep Google away from the shores of book scanning and digitizing to millions of readers worldwide. What their point of view does is to present a gloomy picture of the thinking that the Authors Guild have and how they want to earn from each and every opportunity that comes their way. The basic objection to the digitizing and book scanning aspect is that Google makes 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 form of advertising revenues 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 more 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 search 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 gone 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 Print Library Project which has the basic functioning of scanning nearly all parts of a particular 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 searchable courtesy the Google search engine and thus the intended users (readers) can easily go through 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 few 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 violation 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 viewers (readers) of these books would indeed have and not only that but also the sale of these books would increase 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 effective 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