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Book synopsis

Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.

Book details

Book category Książki po angielsku Economics, finance, business & management Economics Development economics & emerging economies

• Full title: branding@thedigitalage
• Author: H. Meyers, R. Gerstman
• Language: English
• Binding: Paperback
• Number of pages: 184
• EAN: 9781349426652
• ISBN: 1349426652
• ID: 13808603
• Publisher: Palgrave Macmillan
• Weight: 454 g
• Dimensions: 216 × 140 × 11 mm
• Date of publishing: 14. September 2001

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