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Brand Building on the Internet
     

Brand Building on the Internet

by Martin Lindstrom, Tim Frank Anderson
 

Analyzes a range of international companies to demonstrate how the internet demands a new and strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a successful brand strategy on the Internet and answers such questions as:
— What role should the Internet have in a marketing

Overview

Analyzes a range of international companies to demonstrate how the internet demands a new and strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a successful brand strategy on the Internet and answers such questions as:
— What role should the Internet have in a marketing plan?
— What types of companies are best suited to market our product on the Internet?
— How can a systematic dialogue between the consumer and the brand be created?
— How can strong traffic on a site be created?
— How is it possible to measure the real value of branding a site?

Product Details

ISBN-13:
9780749433130
Publisher:
Kogan Page, Ltd.
Publication date:
06/01/2000
Pages:
320
Product dimensions:
6.09(w) x 9.20(h) x 0.98(d)

What People are Saying About This

Jakob Nielsen
Users rule the attention economy: if they don't click, you don't have a business, Linstrom and Anderson know their clickstreams and tell you what users want. Listen or be doomed as your site suffers death by back-button.
Tony Surtess
The web is filled with noise and confusion. If you want a successful business, build a successful brand. We've learned that at Yahoo! Martin Lindstrom and Tim Frank Anderson are pioneers in building online brand equity and this book demystifies this essential part of building your image online. (Tony Surtess, Ecommerce Vice President of Yahoo! Inc.)

Meet the Author

Lindstrom is recognized as one of the world's primary online branding gurus. He developed some of Australia's, Asia's and Europe's most successful websites. He was co-founder of Europe's largest Internet company, BBDO Interactive (now Fremfab), in 1995, founder of Australia/Asia's largest Internet solution company, ZIVO, in 1997 and in 1999 International Chief Operating Officer for BTLookSmart.

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