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Librairie Eyrolles - Paris 5e



Building Brand Loyalty in the Internet Age

318 pages, parution le 01/08/2000


The Internet and eCommerce have brought a myriad of changes for both consumers and businesses. Consumers are benefiting from a wide, even overwhelming, number of choices as well as the convenience of purchasing all kinds of products with the click of a mouse. Companies are faced with increasing levels of pressure to win customers during a short window of time online. That is why creating a strong Web presence and building a trusted, instantly recognizable brand is crucial in today's fast-paced e-marketplace.

Firebrands unveils beginning-to-end strategies for strengthening your company's brand online and building customer loyalty. Focusing on two dozen case studies including IBM Yahoo!c, Fed Exr, and°, and offering an in-depth explanation of digital branding, this insightful book illustrates some of the best practices carried out by today's top online brands. Expert authors Michael Moon and Doug Millison identify and analyze branding successes and failures and provide a roadmap for implementing effective brand-building strategies. In today's ever-changing digital environment, this book is an invaluable tool for anyone interested in understanding what makes eBusiness work.


  • Chapter 1: Firebrands and the New Brand eState.
  • Chapter 2: Brand Fundamentals.
  • Chapter 3: Building Brands Offline - the Branding Tradition.
  • Chapter 4: Firebrands.
  • Chapter 5: The Seven Best Practices of Firebranding.
  • Chapter 6: Firebrand in Action: Five Prospective Business Models.
  • Chapter 7: Starting and Stoking the Fire: Acceleration Ramp for Launching a Firebrand.
  • Chapter 8: Futureproofing Your Firebrand.

L'auteur Michael Moon

Michael Moon is co-founder and president of GISTICS Inc., an internationally renowned research and executive education firm. He and his firm track key developments related to the interactive corporation and its four disciplines: electronic commerce, digital branding, smart media, and process management. He delivers a series of executive seminars, workshops, and Web-based tele-seminars in North America and abroad and advises major international corporations on strategies for branding, eCommerce, and rapid market entry into technical markets.

L'auteur Doug Millison

Doug Millison is a freelance writer and editor based in the San Francisco Bay Area. In the early 1990s he helped shape the interactive media designer and developer community as co-founder and editor-in-chief of the pioneering magazine, Morph's Outpost on the Digital Frontier. More recently, he co-authored a best-selling book for Web designers and developers, Creating Killer Web Sites, Second Edition.

Caractéristiques techniques du livre "Firebrands"

Éditeur(s) Mc Graw Hill
Auteur(s) Michael Moon, Doug Millison
Parution 01/08/2000
Nb. de pages 318
Couverture Broché
Intérieur Noir et Blanc
EAN13 9780072124491


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