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

Lee, K. C., Temporal, Paul

ISBN 10: 0471845965 / ISBN 13: 9780471845966

Edité par Wiley & Sons, Incorporated, John, 2001

A propos de cet article

Ships from the UK. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages.

N° de réf. du vendeur GRP63738198

Détails bibliographiques

• Titre: Hi-Tech, Hi-Touch Branding : Creating Brand Power in the Age of Technology
• Éditeur: Wiley & Sons, Incorporated, John
• Date de parution: 2001
• Langue: anglais
• ISBN à 10 chiffres: 0471845965
• ISBN à 13 chiffres: 9780471845966
• Reliure: Couverture rigide
• Édition: 1st Edition.
• État de l'article: Good
• Poids: 1,224 livre

A propos de ce titre

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 Manufacturers have to overcome technophobia and a distrust of new products, which consumers often feel will soon be superseded or become redundant.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.