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Brand Building on the Internet

by Martin Lindstrom, Tim Frank Anderson

ISBN 0749433132 / 9780749433130 / 0-7494-3313-2
Publisher Kogan Page
Language English
Edition Softcover
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Book summary

Analyzes a range of international companies to demonstrate how the internet demands a new and strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a successful brand strategy on the Internet and answers such questions as:
-- What role should the Internet have in a marketing plan?
-- What types of companies are best suited to market our product on the Internet?
-- How can a systematic dialogue between the consumer and the brand be created?
-- How can strong traffic on a site be created?
-- How is it possible to measure the real value of branding a site?