Branding @ the digital age / edited by Herbert M. Meyers and Richard Gerstman.
Material type:
TextPublisher: New York : Palgrave, 2001Description: xii, pages : illustrations ; 24 cmContent type: - text
- unmediated
- volume
- 033394769X (hardcover)
- 9780333947692
- Branding at the digital age
- 658.827 21 M.H.B
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Books
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Main library B8 | Commerce and business administration ( Marketing ) | 658.827 M.H.B (Browse shelf(Opens below)) | Available | 00000940 |
Browsing Main library shelves, Shelving location: B8 Close shelf browser (Hides shelf browser)
| 658.827 B.M.P Participation marketing : unleashing employees to participate and become brand storytellers / | 658.827 C.R.F The future of brands : twenty-five visions / | 658.827 G.M.P Personal brand creation in digital age : theory, research and practice / | 658.827 M.H.B Branding @ the digital age / | 658.827 P.C.J Brand psychology : consumer perceptions, corporate reputations / | 658.827 S.M.A Added Value : the alchemy of brand-led growth / | 658.827 S.W.R Rethinking prestige branding : secrets of the Ueber-Brands / |
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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