Brand Building on the Internet - Couverture souple

Lindstrom, Martin; Andersen, Tim Frank

Couverture souple

ISBN 10 : 0749433132 ISBN 13 : 9780749433130

Editeur : Kogan Page Ltd, 2000

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.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0749433132
• ISBN 13: 9780749433130
• Reliure: Broché
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible