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Brand Building on the Internet

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ISBN-10: 0749433132

ISBN-13: 9780749433130

Edition: 2000

Authors: Martin Lindstrom, Tim Frank Anderson

List price: $32.95
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Description:

In the world of electronic commerce, consumers and users of the Internet rule. If they don't click, no business takes place. The authors explain how marketing brands in this new way demands a new and strategic way of thinking.
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Book details

List price: $32.95
Copyright year: 2000
Publisher: Kogan Page, Limited
Publication date: 6/1/2000
Binding: Paperback
Pages: 320
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 0.946
Language: English

John P Wilson is a researcher and consultant with 40 years' experience in education and training, including teaching from nursery education to PhD supervision. He also has extensive experience working with a range of international organizations including: the armed forces; aviation; civil service; banking; engineering; healthcare; international development; justice; manufacturing; media; nuclear power generation; national pensions and investment; oil; telecommunications and transportation. He currently teaches at the University of Oxford and the University of Sheffield.Martin Lindstrom is recognized as one of the world's primary branding gurus. He is the author of several best-selling…    

About this bookp. 1
The Internet in historic perspectivep. 11
Introduction to the Internetp. 19
The Internet as an effective marketing toolp. 27
Does your product or service suit the Internetp. 53
From passivity to interactivityp. 77
The Internet as a creator of loyaltyp. 101
Why brand-build on the Internet?p. 123
Strategic building up of brands on the Internetp. 135
Development of a Web Concept Briefingp. 177
Online communities - the virtual marketplaces of the futurep. 201
How do I create traffic on my website?p. 225
New forms of advertisingp. 249
When the browser becomes invisiblep. 263
The intelligent websitep. 273
The future belongs to the consumersp. 295
The ten Internet commandmentsp. 304
Recommended linksp. 306
Glossaryp. 307
Referencesp. 316
About the authorsp. 319
Table of Contents provided by Blackwell. All Rights Reserved.