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Deep Branding On The Internet

Deep Branding On The Internet

          
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About the Book

Any business can be establish an Internet presence, but how many will actually profit from it? Any business can design a Web site, but how many can develop online programs that achieve the goals of a dead-on marketing strategy? In Deep Branding on the Internet, learn how the concepts of heat and pressure will help you get the greatest return from your most valuable business asset.The Internet presents businesses with the most potent collection of tactics and new business opportunities they ve ever experienced. But the Web is certainly no magic bullet, and setting your business apart requires that you understand exactly how the Internet fits in with all other elements of your company s growth strategy. Inside, two experts reveal their knowledge of how to deepen and profit from brands in the era of the Internet. Using examples of established companies both large and small, Marc Braunstein and Edward H. Levine trace the steps every successful business must take to develop a strategy that not only surmounts the challenges of e-commerce but, just as important, reinforces customer loyality. In Deep Branding on the Internet, you ll also discover:How a deep brand can be the ultimate search engine for your businessWhy you should ignore online users and focus instead on customersHow smart, multi-channel brand holders should win on the Internet every timeWhy the Internet has a low barrier to entry but a high barrier to profitHow the Web can give you more control over channels and markets that are becoming increasingly fragmentedAnd much more!Insightful, easy to read, and packed with practical information, Deep Branding on the Internet is a must-have tool that everyone from a Fortune 500 manager to an aspiring small-business owner will want to read, share, and act upon.Contents The Internet and the Brand: Is Your Brand Really Any Different?The Deep Branding Idea: A Powerful Way to Thing About MarketingCharacteristics of Deep Brands: Put Your Own to the TestMarketing Communications and the Internet: Making the Most of Your Tactical InvestmentWhat Makes the Internet Unique: Watchwords for Your Strategy TeamThe Online Customer: Do Your Priorities Match Theirs?The Internet Channel: Making the Most of Your Company s Value ChainThe Economics of the Internet: Watching the NumbersOnline Sales Promotion: How Much of It Should You Do?Thinking Deep: Taking the Next StepsAbout the Authors Marc Braunstein cofounder of Firebrand, has been a key contributor to the development of highly successful marketing positions and programs for a diverse group of brand holders, including Procter & Gamble, Lotus, Dunkin Donuts, Sears, A.T. Cross, and Fleet Financial. He lives in Barrington, Rhode Island.Edward H. Levine is confounder and CEO of Firebrand, the authors strategic-marketing practice. At 24, Levine started a bicycle equipment company that quickly grew into an industry leader with a network of 2,000 dealers. Today, he leads Firebrand in creating net new business for companies such as Esselte Europe, Hasbro, Swiss Army Brands, Georgia Pacific, and Johnson & Wales University. He lives in Rumford and Little Compton, Rhode Island.


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Product Details
  • ISBN-13: 9788178082257
  • Binding: Hardcover
  • Language: English
  • ISBN-10: 817808225X
  • Edition: 1st Edition

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