Branding - The Digital Age

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The advent of the Internet and other new digital technologies means that companies—be they virtual or traditional bricks-and-mortar—must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their exp...
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The advent of the Internet and other new digital technologies means that companies—be they virtual or traditional bricks-and-mortar—must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from such companies as Pepsi-Cola, Procter & Gamble, and Hewlett Packard, the authors focus on the strategic role of e-branding. Practical, tested, and designed for companies in any industry, this book presents a lively look at creating and sustaining e-brands beyond the current dot-com fizzle.
 

Product Details

Hardcover: 192 pages

  • Publisher: Palgrave Macmillan (January 12, 2002)
  • Language: English
  • ISBN-10: 033394769X
  • ISBN-13: 978-0333947692
  • Product Dimensions: 9.5 x 6.5 x 0.6 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: Be the first to review this item
  • Amazon Best Sellers Rank: #2,777,842 in Books (See Top 100 in Books)
     
     
     

    Editorial Reviews

    Amazon.com Review

    If branding and e-commerce have become two of the most overused terms in the contemporary business lexicon, it's only because the concepts behind them are as essential to modern corporate survival as any others in today's commercial bag of tricks. Branding @ the Digital Age, edited by Herbert Meyers and Richard Gerstman, looks beneath the clichés to show how these key processes can successfully intersect in the real world right now by presenting a dozen knowledgeable essays from individuals who concentrate daily on specific aspects of their ongoing convergence. The incisive articles include David B. Green of McDonald's International on shaping an image that is consistent both in-person and online; RedEnvelope Gifts Online's Hilary Bilings on developing long-term vision and long-range loyalty for Web brands; Vivienne Lee Bechtold of Procter & Gamble on the Internet and package goods; Greenfield Online's Rudy Nadilo on the benefits (and cautions) of online research; David Burwick of Pepsi-Cola North America on "interfacing with the consumer"; and Markforce Associates' Allan Poulter and Bird & Bird's Morag MacDonald on the legal aspects of online identity. A final piece, by Robert J. Herbold of Microsoft, looks toward "e-biz in the new millennium." Recommended. --Howard Rothman
     

    About the Author

    Herbert M. Meyers and Richard Gerstman are senior executives for Interbrand. Herbert M. Meyers is the author of a number of successful books, including The Marketer's Guide to Successful Package Design. Both authors live in the New York metropolitan area.
     

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