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eBrands: Building an Internet Business at Breakneck Speed (Интернет-бренды: создание электронного бизнеса с головокружительной скоростью)

Опубликовано на портале: 30-10-2003
USA: Harvard Business School Press, 2000
Тематический раздел:
While scores of books have promoted various Internet marketing tactics and Web site design rules, none has provided the necessary strategic context in which true eBrand builders make names for themselves. Through thoughtful analysis of the overall marketing strategies of six Web innovators - Yahoo!, CDNow, iVillage, Onsale, Barnesandnoble.com, and Fogdog Sports - veteran Silicon Valley marketing executive Phil Carpenter takes a hard look at how companies develop powerful Internet brands. Carpenter takes readers backstage in his in-depth interviews with more than forty company executives and industry experts. Recounting the successes, failures, and fears of eBrand pioneers, the author assesses the opportunities and vulnerabilities of his case study companies compared to those of their on- and offline competitors. His analysis shows how several "pure play" Internet ventures have established brand awareness and credibility, how an offline leader has boldly asserted itself in this new medium, and how a start-up has battled to distinguish its brand among the many deeper-pocketed players. For anyone with a stake in ebusiness--from CEOs to entrepreneurs, from marketers to customer service and PR specialists, and from venture capitalists to financial analysts - eBrands will prove an essential guide to creating truly durable brands.

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См. также:
Владимир Владимирович Кеворков, С. В. Леонтьев
George Day
[Учебная программа]