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Deep branding on the Internet : applying heat and pressure online to ensure a lasting brand

Author: Marc Braunstein; Edward H Levine
Publisher: Roseville, Calif. : Prima venture, ©2000.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
The Internet presents businesses with the most potent collection of tactics and new business opportunities they've ever experienced. Using examples of established companies both large and small, the authors trace the steps every successful business must take to develop a strategy that not only surmounts the challenges of e-commerce but, just as important, reinforces customer loyalty.
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Document Type: Book
All Authors / Contributors: Marc Braunstein; Edward H Levine
ISBN: 0761525327 9780761525325
OCLC Number: 44046911
Description: xx, 380 pages : illustrations ; 24 cm
Contents: The Internet and the Brand: Is Your Brand Really Any Different? --
No Magic Bullet --
A URL Is Not a Brand --
Is There Really Such a Thing as an Internet Business? --
A Few Moments on Internet Time --
The Deep Branding Idea: A Powerful Way to Think About Marketing --
The Intangible Brand --
Brand Heat --
Brand Pressure --
The Deep Brand Formula --
Characteristics of Deep Brands: Put Your Own to the Test --
How You Can Tell If a Brand Is Deep --
What Good Is a Deep Brand Anyway? --
Where Does Your Brand Fit on the Brandscape? --
Ten Fallacies About Internet Branding --
Marketing Communications and the Internet: Making the Most of Your Tactical Investment --
Advertising Your Business on the Internet --
Online Advertising Decision Making --
Where Should You Advertise Online? --
Tracking the Effectiveness of Online Advertising --
Virtual PR --
Mining the Portals --
Lessons from the Direct Marketers --
The Web's Most Effective (and Cheapest) Marketing Tool --
What Makes the Internet Unique: Watchwords for Your Strategy Team --
Brand Deepening from the Inside Out ... --
... And from the Outside In --
Technology Alone Won't Make a Difference --
Bandwidth Is Brandwidth: Growth and Convergence on the Internet --
The Online Customer: Do Your Priorities Match Theirs? --
Users Are Not Customers --
Stand by Your Brand: Customer Loyalty on the Internet --
Customer Service on the Line --
Information or Knowledge? --
Why Consumers Are Moving Toward the Internet --
High-Touch Selling in a High-Tech World --
Values of Internet Connectivity --
Sex and the Single Browser --
The Online Customer Journey --
The Internet Channel: Making the Most of Your Company's Value Chain --
Bytes, Bricks, or Both? --
The Distributor End-Around --
A New Role for Distribution --
Bricks-and-Mortar Backfill --
Two Channels Are Better Than One --
Multi-Channel Mastery --
Building an Online Buzz at Retail --
The Next Wal-Mart of the Internet --
David and Goliath on the Internet: Why Smaller Can Be Better --
Customization, Immediacy, and Value (Lessons from Amazon) --
The Economics of the Internet: Watching the Numbers --
Getting Big Costs ... But Does It Pay? --
The Biggest Bang for the Buck --
A Conversation with Investors --
Online Sales Promotion: How Much of It Should You Do? --
Sweepstakes and Other Incentives --
Spreading the Virus --
Marketing Through Affiliation --
Thinking Deep: Taking the Next Steps --
The Truth Is More Important Than the Facts --
Envision Before You Invest --
A Brand Depth Survey --
Five Signs That Brand Issues May Be Stunting Company Growth --
The Internet Imperative --
The Search for Vacancies --
Report from the Field --
Think Deep (Words to Brand By).
Responsibility: Marc Braunstein and Edward H. Levine.
More information:

Abstract:

The Internet presents businesses with the most potent collection of tactics and new business opportunities they've ever experienced. Using examples of established companies both large and small, the authors trace the steps every successful business must take to develop a strategy that not only surmounts the challenges of e-commerce but, just as important, reinforces customer loyalty.

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Primary Entity

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