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Brand Building on the Internet

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A corporate Web site on the Internet is no longer enough to survive in today's competitive on-line environment. This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a brand strategy on the Internet and answers questions such as: what role should the Internet have in a marketing plan?; what types of companies are best-suited to market our product on the Internet?; how can a systematic dialogue between the consumer and the brand be created?; how can strong traffic on a site be created?; and how is it possible to measure the real value of branding a site? There are reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, Lego, Yellow Pages, M&Ms, FedEX, Kodak, Volkswagen, and Visa.

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Availability

AWDF.0651.C1

AWDF.0651

Available

Detail Information

Series Title

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Call Number

AWDF.0651

Publisher

USA : Kogan Page., 2000

Collation

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Language

English

ISBN/ISSN

0-7494-3313-2

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Edition

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Specific Detail Info

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Statement of Responsibility

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