Brand Avatar [electronic resource] : Translating Virtual World Branding into Real World Success

• Tác giả: Alycia de Mesa
• ISBN-13: 978-0230233713
• Ký hiệu phân loại: 658.8 Management of marketing
• Mô tả vật lý: X, 187 p. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 306255
• Chủ đề: 1. Culture-Study and teaching; 2. E-business; 3. Industries; 4. International business enterpris; 5. Marketing; 7. e-Business/e-Commerce; 9. International Business; 10. Regional and Cultural Studies

Tóm tắt

Virtual worlds such as Second Life, have millions of users worldwide. Virtual world "residents" wield huge purchasing power, and use real money in the online economies. Companies as diverse as Adidas, Jean-Paul Gaultier, and MTV have plunged into these unchartered waters to give their brands a virtual presence, using varied strategies.