Cyberbranding: Brand Building in the Digital Economy [Secure eReader]
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eBook by Deidre Breakenridge
eBook Category: Business/Technology/Science
eBook Description: The first complete framework for integrating offline and online marketing! Step-by-step processes for reengineering any brand! If you're a marketing professional, you understand perfectly well that the Internet has changed all the rules you live by--and especially the rules that impact how you brand your products, services, and organization. Cyberbranding doesn't merely show you how the rules have changed: it presents a complete framework for branding that works now--and for years to come. In Cyberbranding, leading marketing consultant Deirdre Breakenridge answers the crucial questions that marketers have about branding in the 21st century: How do you move your brand online--without compromising the values it already stands for in the "real" world? How can you reengineer your brand in the wake of the Internet revolution--and how can you create a new brand that leverages the full power of the Web? Breakenridge draws on both her own experience and a series of insightful interviews with leading Internet branding executives. For every marketing professional and other business professionals concerned with building brands that succeed online, offline, or both.
eBook Publisher: Pearson Education/Financial Times Prentice Hall, Published: 2003
Fictionwise Release Date: August 2004