Firebrands
Building Brand Loyalty in the Internet Age
Résumé
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 Amazon.com°, 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.
Contents
- 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
| PAPIER | |
| 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 |
Avantages Eyrolles.com
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