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Branding @ the digital age / edited by Herbert M. Meyers and Richard Gerstman.

Contributor(s): Material type: TextTextPublisher: New York : Palgrave, 2001Description: xii, pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 033394769X (hardcover)
  • 9780333947692
Other title:
  • Branding at the digital age
Subject(s): DDC classification:
  • 658.827 21 M.H.B
Online resources:
Contents:
Introduction The Internet Explosion From Retailing to E-tailing E-retailing: A Look Ahead Web Brands The Strategic Role of E-branding The Strategic Role of Packaging Package Design for Web Viewing Interactive Consumer Research Interfacing with the Consumer Interfacing with Advertising Brand Identity and the Law A Look Ahead
Summary: Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - 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 Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 Commerce and business administration ( Marketing ) 658.827 M.H.B (Browse shelf(Opens below)) Available 00000940

Includes bibliographical references and index.

Introduction The Internet Explosion From Retailing to E-tailing E-retailing: A Look Ahead Web Brands The Strategic Role of E-branding The Strategic Role of Packaging Package Design for Web Viewing Interactive Consumer Research Interfacing with the Consumer Interfacing with Advertising Brand Identity and the Law A Look Ahead

Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - 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 Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.

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