Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology - Couverture rigide

Temporal, Paul; Lee, K.C.

 
9780471845966: Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology
Couverture rigide
ISBN 10 : 0471845965 ISBN 13 : 9780471845966
Editeur : John Wiley & Sons (Asia) Pte Ltd, 2000

Synopsis

Branding technology products is different from branding other types of consumer products. Manufacturers have to overcome technophobia and a distrust of new products, which consumers often feel will soon be superseded or become redundant. This work analyzes the current and future state of branding in the technology sector. It describes how to build customer loyalty on the Internet, where an alternative is only a click away, and where new competitors arrive on a regular basis. It provides international case studies of successful and not-so-successful branding initiatives.

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Éditeur
John Wiley & Sons (Asia) Pte Ltd
Date d'édition
2000
Langue
anglais
ISBN 10 
0471845965
ISBN 13 
9780471845966
Reliure
Relié
Nombre de pages
222
Coordonnées du fabricant
non disponible
Personne responsable
non disponible