branding@thedigitalage [electronic resource]

• Tác giả: R Gerstman, H Meyers
• ISBN-13: 978-1403905468
• Ký hiệu phân loại: 658.8 Management of marketing
• Mô tả vật lý: X, 184 p. 169 illus. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 305748
• Chủ đề: 1. Development economics; 2. Marketing; 4. Development Economics

Tóm tắt

Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.