branding@thedigitalage - Softcover

Meyers, H.; Gerstman, R.

Softcover

ISBN 10: 1349426652 ISBN 13: 9781349426652

Publisher: Palgrave Macmillan, 2001

Synopsis

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.

About this title

About the Author:

ANDY BATEMAN Managing Director, Interbrand Interactive VIVIENNE BECHTOLD Director of I-Knowledge, Procter & Gamble HILARY BILLINGS Chairman, CMO, RedEnvelope CHARLES E. BRYMER Group Chief Executive, Interbrand Group DAVID A. BURWICK Vice President, Marketing, Pepsi-Cola Company DEBORAH CHAE President, Interbrand Interactive BOJANA FAZARINC Formerly Director of Global Marketing Services, Hewlett Packard DAVID B. GREEN Senior Marketing Officer, McDonald's International ROBERT J. HERBOLD Executive Vice President and Chief Operating Officer, Microsoft Corporation FREDERICK J. HOROWITZ President, NetGrocer.com RUDY NADILO President and Chief Executive Officer, Greenfield Online JONATHAN NELSON Chief Executive Officer, Organic ALLAN POULTER Managing Director, Markforce Associates

About this edition

• Publisher: Palgrave Macmillan
• Publication date: 2001
• ISBN 10: 1349426652
• ISBN 13: 9781349426652
• Binding: Paperback
• Edition number: 1
• Number of pages: 194