Firebrands: Building Brand Loyalty in the Internet Age - Hardcover

Millison,Doug; Moon,Michael

3.58

12 ratings by Goodreads

Hardcover

ISBN 10: 0072124490 ISBN 13: 9780072124491

Publisher: McGraw-Hill Osborne Media, 2000

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This book explains digital branding and how to implement it in the current marketplace.

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From the Back Cover:

Digital Branding and Implementation in Today's Marketplace

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The Internet and eCommerce have brought a myriad of changes for both consumers and businesses. Consumers are benefiting from a wide, even overwhelming, number of choices, as well as the convenience of purchasing all kinds of products with the click of a mouse. Companies are faced with increasing levels of pressure to win customers during a short window of time online. That is why creating a strong Web presence and building a trusted, instantly recognizable brand is crucial in today's fast-paced e-marketplace.

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Firebrands unveils beginning-to-end strategies for strengthening your company's brand online and building customer loyalty. Focusing on two dozen case studies including IBM, Yahoo!, FedEx, and Amazon.com, and offering an in-depth explanation of digital branding, this insightful book illustrates some of the best practices carried out by today's top online brands. Expert authors Michael Moon and Doug Millison identify and analyze branding successes and failures and provide a roadmap for implementing effective brand strategies. In today's ever-changing digital environment, this book is an invaluable tool for anyone interested in understanding what makes eBusiness work.

About the Author:

Michael Moon is the co-founder and president of GISTICS Inc, an internationally renowned research and executive education firm. He and his firm track key developments related to the interactive corporation and its four disciplines: electronic commerce, digital branding, samrt media, and process management. He delivers a series of executive seminars, workshops, and Web-based tele-seminars in North America and abroad and advises major international corporations on strategies for branding, eCommerce, and rapid market entry into technical markets. . . Doug Millison is a freelance writer and editor based in the San Francisco Bay Area. In the early 1990s he helped shape the interactive media designer and developer community as co-founder and editor-in-chief of the pioneering magazine, Morph's Outpost on the Digital Frontier. More recently, he co-authored a best-selling book for Web designers and developers, Creating Killer Web Sites, Second Edition.

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