Firebrands!: Building Brand Loyalty in the Internet Age (ComputerWorld Books for IT Leaders)

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9780072124491: Firebrands!: Building Brand Loyalty in the Internet Age (ComputerWorld Books for IT Leaders)

This text aims to show how marketers can use the Internet to strengthen their brand and gain competitive advantage. There is explanation of digital branding with case studies to show successful and not so successful brands. The book attempts to show how to build a brand that will stand out.

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Product Description:

This book explains digital branding and how to implement it in the current marketplace.

From the Back Cover:

Digital Branding and Implementation in Today's Marketplace

The Internet and eCommerce have brought a myriad of changes for both consumers and businesses. Consumers are benefiting from a wide, even overwhelming, number of choices, as well as the convenience of purchasing all kinds of products with the click of a mouse. Companies are faced with increasing levels of pressure to win customers during a short window of time online. That is why creating a strong Web presence and building a trusted, instantly recognizable brand is crucial in today's fast-paced e-marketplace.

Firebrands unveils beginning-to-end strategies for strengthening your company's brand online and building customer loyalty. Focusing on two dozen case studies including IBM, Yahoo!, FedEx, and Amazon.com, and offering an in-depth explanation of digital branding, this insightful book illustrates some of the best practices carried out by today's top online brands. Expert authors Michael Moon and Doug Millison identify and analyze branding successes and failures and provide a roadmap for implementing effective brand strategies. In today's ever-changing digital environment, this book is an invaluable tool for anyone interested in understanding what makes eBusiness work.

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