Branding.Com: Online Branding for Marketing Success [Hardcover]

Deborah Kania (Author)

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Product details

Hardcover: 285 pages
Publisher: McGraw-Hill Inc.,US; illustrated edition edition (1 Jan 2000)
Language English
ISBN-10: 0658003070
ISBN-13: 978-0658003073
Product Dimensions: 23.6 x 16.3 x 2.8 cm
Amazon Bestsellers Rank: 868,604 in Books (See Top 100 in Books)

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Product Description

Book Description

On-line branding brand marketing on the Internet is now the biggest challenge facing most marketers. Branding.com reveals why branding is the most important element in any marketing plan and why it must be uniquely executed in each medium including on the Internet in order to be successful. For companies extending their branding efforts onto the Internet, as well as for web entrepreneurs who are looking to brand a product or service exclusively on-line, Branding.com explores the basics of on-line brand marketing and shows how to plan and execute a successful on-line branding strategy and how to develop a "next generation media mix" to leverage both on-line and off-line marketing media in promoting a brand.

From the Publisher

Includes case studies of UPS.com, Fatbrain.com, and Virgin Atlantic Airways, as well as numerous examples of successful and unsuccessful online branding efforts from both dot.com companies and traditional companies who extended their branding efforts onto the Internet.Features resources and articles for further exploration of online branding and up-to-the-minute material to keep the reader apace of the latest developments in internet marketing.

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Inside This Book (Learn More)

First Sentence
I was introduced to the Internet in 1993. Read the first page

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Concordance

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Amazon.com: 3.0 out of 5 stars (3 customer reviews)

1 of 1 people found the following review helpful:

5.0 out of 5 stars Very organized and well thought out., 9 July 2001

By A Customer - Published on Amazon.com

This review is from: Branding.Com: Online Branding for Marketing Success (Hardcover)

As a business consultant and former internet executive , I found Branding.com to be well organized and well thought out. It presents the basics of internet branding and marketing in a manner that marketing managers, as well as non-marketing managers and executives, can utilize effectively. In addition to providing the basics, it does provide a variety of strategic directions that can help all firms that are interested in establishing their on-line brand. Overall, I'd rate this book as one that any manager involved with internet commerce should have on their bookshelf!

3 of 4 people found the following review helpful:

3.0 out of 5 stars Too General, Just another On-line Branding Book, 27 Jun 2001

By Kok Hoe - Published on Amazon.com

This review is from: Branding.Com: Online Branding for Marketing Success (Hardcover)

This book focused too much on "on-line banner". It also covered sucessful on-line brand which we are just too familiar. There isn't much effort in providing other example. The book appear to be more like a report for reader to understand what is happening on the interent today, rather than providing useful insight for reader to use in the near future. The tag line of "On-line Branding for Marketing Success" does not seem to fit.

It's good for readers who is not familiar with on-line marketing as this book offers very basic information.This is just another book about Branding via Internet.

1.0 out of 5 stars Seriously out of date, 7 April 2006

By JinLee - Published on Amazon.com

This review is from: Branding.Com: Online Branding for Marketing Success (Hardcover)

So much for the impact of online marketing and branding, most of the companies in the book are out of business just 5 years later.

› Go to Amazon.com to see all 3 reviews 3.0 out of 5 stars

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