Synopsis
A corporate Web site on the Internet is no longer enough to survive in today's competitive on-line environment. This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a brand strategy on the Internet and answers questions such as: what role should the Internet have in a marketing plan?; what types of companies are best-suited to market our product on the Internet?; how can a systematic dialogue between the consumer and the brand be created?; how can strong traffic on a site be created?; and how is it possible to measure the real value of branding a site? There are reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, Lego, Yellow Pages, M&Ms, FedEX, Kodak, Volkswagen, and Visa.
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Review
“A very enjoyable read.” -- Marketing, book of the week
“Easy to read and well written” -- e.Business
“Provides an excellent insight into creating and maintaining an online brand.” -- Marketing, book of the week
“Very accessible and easily digestible, this is a great starting point for companies looking at Internet marketing.” -- Internet Works
“a valuable read for anyone who already has experience of developing an on-line brand presence...extremely useful for someone who has never done it before.” -- e.Business
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Softcover. Condition: Fine. Abnutzung / Risse - leicht; Gebrochener Buchrücken / Seiten oder Softcover umgeknickt; Vergilbt / ausgeblichen. Analyzes a range of international companies to demonstrate how the internet demands a new and strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a successful brand strategy on the Internet and answers such questions -- What role should the Internet have in a marketing plan?-- What types of companies are best suited to market our product on the Internet?-- How can a systematic dialogue between the consumer and the brand be created?-- How can strong traffic on a site be created?-- How is it possible to measure the real value of branding a site? Seller Inventory # 4ea61988-67a0-4424-83a0-6ab908eaa778
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