Digital Engagement Internet Marketing That Captures Customers and Builds Intense Brand Loyalty

ISBN-10: 0814410723

ISBN-13: 9780814410721

Edition: 2009

Authors: Leland Harden, Bob Heyman

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Book details

List price: $24.00
Copyright year: 2009
Publisher: Amacom
Publication date: 1/14/2009
Binding: Paperback
Pages: 256
Size: 7.25" wide x 9.25" long x 0.75" tall
Weight: 1.144
Language: English

Introduction
Fundamentals of Success in Web Migration
Goals and Expectations
Case Study: Kidzter.com: Launching into Kid Space
Making Over Your Website: Can You See Me Now?
Case Study: Tommy Hilfiger USA: When a Picture Is Worth a Thousand Dollars
Your Domain Name: How Online Branding Works
Special Section: Branding in China
Attracting Customers
Search Engine Marketing: Still the Whole Megillah
Case Study: Replacements.com: When 20,000 Keywords Are Not Enough
Let's Go Viral: Creating Buzz
Case Study: Sega: Kick-Starting Virality with the Sega "Rally Revo" [$$$]
Web Video: The New, New Thing
Affiliate Marketing: The Automated Referral Network
Public Relations 2.0. Moving Beyond the Traditional Media
Case Study: Toyota: Branding in the Blog Space Aims for Conversations, Not Conversions
Paid Online Media: Advertising Works Harder on the Web
Case Study: Napster Returns
Metrics and Measurement: Direct Marketing on Steroids
Special Section: Puzzling Out the Metrics of Engagement: An Interview
New Marketing Channels: Virtual Worlds, Advergaming, and Wireless
Mobile Search
A Web Marketing
Glossary
Notes
Resources and References
Index
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