Cyberbranding brand building in the digital economy
The first complete framework for integrating offline and online marketing! Step-by-step processes for reengineering any brand! Achieving true synergies between online and offline brands Includes interviews with the world's leading Internet branding executives The Internet has changed all the bu...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London ; New York :
Financial Times Prentice Hall
c2001.
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| Edición: | 1st edition |
| Colección: | Financial Times Prentice Hall books
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628088906719 |
Tabla de Contenidos:
- The power of branding
- Making the transition to the internet
- The impact of the internet on the brand
- The emergence of the cyberbrand
- Using technology properly to cyberbrand
- Web site design to enhance the cyberbrand
- Start with the organization and the cyberbrand vision
- Empowered online audiences
- Cyberstrategies to optimize audience response
- Persuasion in cyberspace
- Traditional research aids in cyberspace
- Online research: leave it up to the technology experts
- The system of Web tracking analysis
- Ethics on the internet
- Changing market landscapes
- Banner ad sustenance in cyberspace
- Affiliate marketing for the future
- Driving traffic on the cyberhighway
- Public relations: is there room for tradition in cyberspace?
- PR cybertools for cyberspeed
- Relationship-building tactics with the media
- Best PR practices
- Cyberbranding: beyond trial and tribulation.
