商品簡介
On-line branding--brand marketing on the Internet--is now the biggest challenge facing most marketers. Branding.com reveals why branding is the most important element in any marketing plan and why it must be uniquely executed in each medium--including on the Internet--in order to be successful. For companies extending their branding efforts onto the Internet, as well as for web entrepreneurs who are looking to brand a product or service exclusively on-line, Branding.com explores the basics of on-line brand marketing and shows how to plan and execute a successful on-line branding strategy and how to develop a "next generation media mix" to leverage both on-line and off-line marketing media in promoting a brand.
作者簡介
Deborah Kania is a recognized Internet expert with more than 10 years of experience in high tech marketing—including on-line advertising, web site marketing and e-commerce. She currently serves as the Director of Marketing for Lens Express, the leading direct retailer of contact lenses, eyeglasses, sunglasses, and other vision care products and services. She is the coauthor of The Internet World Guide to One-to-One Web Marketing (John Wiley & Sons, 1998) and The Web Catalog Cookbook (John Wiley & Sons, 1997). Additionally, Deborah has written about Internet marketing for ClickZ.com, Iconoclast and Business Marketing. She resides in Fort Lauderdale, FL.
