By H. Meyers, R. Gerstman
The arrival of the web and different new electronic applied sciences signifies that companies—be they digital or conventional bricks-and-mortar—must advance a profitable procedure for featuring compelling manufacturers within the digital global. Drawing on their adventure with Interbrand, the world's greatest branding consultancy, and together with chapters via branding specialists from such businesses as Pepsi-Cola, Procter & Gamble, and Hewlett Packard, the authors specialize in the strategic function of e-branding. useful, validated, and designed for corporations in any undefined, this publication provides a full of life examine developing and maintaining e-brands past the present dot-com fizzle.
Read Online or Download Branding @ the Digital Age PDF
Similar e-commerce books
The safe Sockets Layer (SSL) and shipping Layer Security(TLS) protocols shape the basis for e-commerce safety at the world-wide-web, verifying the authenticity of websites, encrypting the move of delicate info, and making sure the integrity of knowledge exchanged. Now-for the 1st time the main points of those severe safeguard protocols are available an entire, transparent, and concise reference.
Good fortune with Microsoft Dynamics CRM four. zero: enforcing consumer dating administration is geared toward readers who're drawn to figuring out the way to effectively enforce Microsoft Dynamics CRM four. zero inside their initiatives. it really is meant as an implementation roadmap for the company and technical representatives prime or engaged in a undertaking.
The web demanding situations many uncomplicated assumptions in regards to the constitution of commercial methods, channels of distribution, product advertising, competitiveness and source administration. It locations new calls for on companies and people making a choice on technique and course. There are instruments and ideas which can allow managers to stand those demanding situations and provides them a few appreciation of the implications of this new expertise.
The best consultant to electronic advertising that works, and a great framework for achievement The artwork of electronic Marketing is the great consultant to cracking the electronic advertising and marketing 'code,' and attaining, enticing, and serving the empowered buyer. according to the industry's best certification from the electronic advertising and marketing Institute (DMI), this publication provides an leading edge method for winning electronic advertising and marketing: commence with the buyer and paintings backwards.
- Absolute Beginner's Guide to eBay
- Applying E-Commerce in Business
- Pro BizTalk 2009
- Sams Teach Yourself Google Places in 10 Minutes (Sams Teach Yourself -- Minutes)
Additional info for Branding @ the Digital Age
America Online gave people access to the Internet along with providing content. AOL became practically a sub-universe on the Internet. A few years ago, you couldn’t open a newspaper or a magazine that didn’t have an AOL disk fall out, giving you free hours on AOL. It was a pervasive mass marketing effort in the traditional media to get people onto the Internet and build its brand. The media, at the same time, added dramatically to the Internet fever. As it promoted the importance of the Internet for the future, people began to feel that if they didn’t get their kids on the Internet, the kids would not succeed in school.
With a trusted brand, parents can look at us and say, if McDonald’s is doing something on the Net, then I know it will be great for my entire family. Given the McDonald’s trusted friend personality, the Internet has the potential to establish closer, more robust relationships with the consumer. We can have a one-on-one relationship with a family or a particular consumer, providing value to them by giving them information, knowledge, entertainment or whatever it might be that fits within the overall context of the brand.
Com Frederick J. Horowitz, now Chairman and CEO of Sumner Capital, LLC, is an active investor in early stage technology and turnaround consumer product companies. Prior to starting Sumner Capital, Horowitz, a founding investor in NetGrocer, joined the management of NetGrocer in November 1998 as President and CEO to implement a new business model aimed at building sales and cutting costs. During the two years of Horowitz’s leadership, the new management team initiated strategies that dramatically improved the site for the customer, providing greater ease of use and value.