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AuthorBreakenridge, Deirdre
TitleCyberbranding : brand building in the digital economy / Deirdre Breakenridge
Imprint Upper Saddle River, N.J. : Financial Times/Prentice Hall, c2001
Descript xiv, 352 p


Part 1: What the marketer needs to know -- The power of branding -- Making the transition to the Internet -- The impact of the Internet on the brand -- The emergence of the Cyberbrand -- Using technology properly to cyberbrand -- Web site design to enhance the cyberbrand -- Part 2: Impacting audiences with the cybervision -- Start with the organization and the cyberbrand vision -- Empowered online audiences -- Cyberstrategies to optimize audience response -- Persuasion in cyberspace -- Part 3: Market research for effective cyberbranding -- Traditional research aids in cyberspace -- Online research - leave it up to the technology experts -- The system of web tracking analysis -- Ethics on the Internet -- Part 4: Cybermarketing to enhance the brand -- Changing market landscapes -- Banner ad sustenance in cyberspace -- Afiliate marketing for the future -- Driving traffic on the cyberhighway -- Part 5: Cyber public relations - the credible online endorsement -- Public relations - is there room for tradition in cyberspace? -- PR cybertools for cyberspeed -- Relationship - building tactics with the media -- Best PR practices -- Cyberbranding - beyond trial and tribulation

Brand choice Electronic commerce

Sasin Library658.827 B828C 2001CHECK SHELVES

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