Brand Building On The Internet
Martin Lindstrom, Tim Frank Andersen
Résumé
In a winning combination of today's two predominant
business topics, this is the first Internet-focused book to
feature the critical issue of branding. With a new brand
war being fought in cyberspace, in which those companies
which fail to take it seriously will founder, this new book
demonstrates how the Net requires a new, strategic way of
thinking about marketing interactive brands to
consumers.
Featuring reviews of more than 70 international
websites, plus 40 case studies based on companies ranging
from Lego and Pepsi to Visa and Yellow Pages, the book also
gives readers the concrete tools they need with which to
create a successful brand strategy on the Internet,
answering such vital questions as:
- what role should the Internet play in a marketing
plan'
- what companies are best suited to market our product on
the Net?
- how can a dialogue between consumer and brand be
created'
- how do we create heavy traffic on our site?
- how can we measure the real value of branding a
site?
L'auteur - Martin Lindstrom
Martin Lindstrom is the founder of ZIVO, Australia's largest Internet solutions company.
L'auteur - Tim Frank Andersen
Tim Frank Andersen is Chief Executive of the award-winning agency, Networkers, now one of the largest interactive set-ups in Europe, which he co-founded with Lindstrom.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Kogan Page |
| Auteur(s) | Martin Lindstrom, Tim Frank Andersen |
| Parution | 01/08/2000 |
| Nb. de pages | 317 |
| Format | 15,2 x 23,3 |
| Couverture | Broché |
| Poids | 443g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780749433130 |
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