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Branding@the Digital Age (Hardcover)

by Herbert M. Meyers (Author), etc. (Author), Richard Gerstman (Author) "Bojana Fazarinc was until recently the Director of Global Marketing Services and Brand Management at Hewlette-Packard Company, a position she held for five years ..." (more)

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Product details

Hardcover: 192 pages
Publisher: Palgrave Macmillan (14 Sep 2001)
Language English
ISBN-10: 033394769X
ISBN-13: 978-0333947692
Product Dimensions: 24.1 x 16.5 x 1.5 cm

Average Customer Review: 1.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 770,688 in Books (See Bestsellers in Books)

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Product Description

Richard A. Costello, Manager, Corporate Marketing Communications, GEC
"Anybody who is using e-marketing to grow their business or build a brand must read this book."

Bernt Berghäuser, Former Director and Head of Marketing Services, BASF
"Meyers and Gerstman have done a great job in demonstrating that their thinking is keeping up with latest developments!"

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First Sentence
Bojana Fazarinc was until recently the Director of Global Marketing Services and Brand Management at Hewlette-Packard Company, a position she held for five years. Read the first page

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1.0 out of 5 stars Largely mediocre, second-rate stuff, 16 Jan 2002

By	Dan Sumption "www.sumption.org" (Sheffield, UK) - See all my reviews (REAL NAME)

These "12 Visions" would probably best be described as "12 Hindsights". There is little here that is new, and little of much interest.

It's bizarre that almost all of the 12 contributors seem to think that everyone else believes e-brands to be radically different to traditional brands, but they themselves know this is not the case - the real difference is in the medium. Hardly rocket science.

There is one very good chapter in this book - "Interfacing with Advertising" by Jonathan Nelson of Organic, and two pretty good if rather limited in their scope, "The dynamics for package goods on the Internet" by Vivienne Bechtold of Proctor & Gamble and "E-Retailing: a look ahead" by Fred Horowitz of netgrocer.com. The rest is, in varying degrees, information that can be easily found elsewhere, or is just plain misleading or wrong.

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