eBrands
Building an Internet Business at Breakneck Speed
Résumé
than 800 million pages of content. Overwhelmed by choice and starved for time,
customers are casting their clicks with brands they trust. The companies that
win their wallets will be those that invest now in building premier electronic
brands, or eBrands.
While scores of books have promoted various Internet
marketing tactics and
Web site design rules, none has provided the necessary
strategic context in
which true eBrand builders make names for themselves.
Through thoughtful
analysis of the overall marketing strategies of six Web
innovators -- Yahoo!,
CDNow, iVillage, Onsale, Barnesandnoble.com, and Fogdog
Sports -- veteran Silicon
Valley marketing executive Phil Carpenter takes a hard look
at how a core set of
companies have pushed to develop powerful Internet
brands.
Carpenter takes readers backstage in his in-depth
interviews with more than
40 company executives and industry experts. Recounting the
successes,
failures and fears of eBrand pioneers, the author assesses
the opportunities
and vulnerabilities of his case-study companies compared to
those of their on-
and offline competitors. His analysis shows how several
"pure play"
Internet ventures have established brand awareness and
credibility, how an
offline leader has boldly asserted itself in this new
medium, and how a start-up
has battled to distinguish its brand among the many
deeper-pocketed players.
Carpenter argues that Internet contenders must expand
their notion of
branding far beyond such assets as logos, trademarks and
brand names to
include programs for building brand awareness, forging
alliances and
cultivating customer loyalty, to name a few. Through these
bedrock best
practices distilled from the experiences of the online
elite, even a "dot.com
nobody" can become a cyberbranded star.
For anyone with a stake in ebusiness -- from CEOs to
entrepreneurs, from
marketers to customer service and PR specialists and from
venture capitalists
to financial analysts -- eBrands will prove a
thoughtful guide to creating
truly durable brands in the electronic marketplace.
L'auteur - Phil Carpenter
is Director of Corporate Marketing for RemarQ, a Silicon Valley-based Internet start-up. He lives in Redwood Shores, CA.
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Harvard Business School Press (HBS) |
Auteur(s) | Phil Carpenter |
Parution | 20/04/2000 |
Nb. de pages | 300 |
Format | 16,3 x 24,3 |
Couverture | Relié |
Poids | 667g |
EAN13 | 9780875849294 |
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