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branding@thedigitalage

H. MeyersR. Gerstman

出版	Palgrave Macmillan UK, 2001-09-14
主題	Business & Economics / Marketing / GeneralBusiness & Economics / Development / Economic DevelopmentBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Advertising & Promotion
ISBN	13494266529781349426652
URL	http://books.google.com.hk/books?id=p2z-vQAACAAJ&hl=&source=gbs_api

註釋

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.