MARC Record from marc_nuls

LEADER: 07434pam 22003014a 4500
001 9920587070001661
005 20150423130718.0
008 010215s2001 njua b 001 0 eng
010 $a 2001023521
020 $a0130897108
035 $a(CSdNU)u97563-01national_inst
035 $a(Sirsi) l2001023521
035 $a(Sirsi) l2001023521
035 $a(Sirsi) 01-AAM-2432
035 $a 2001023521
040 $aDLC$cDLC$dNhCcYBP$dOrPss
042 $apcc
050 00 $aHF 5415.3$bB685 2001
100 1 $aBreakenridge, Deirdre.
245 10 $aCyberbranding :$bbrand building in the digital economy /$cDeirdre Breakenridge.
260 $aUpper Saddle River, NJ :$bFinancial Times Prentice Hall,$cc2001.
300 $axiv, 352 p. :$bill. ;$c24 cm.
504 $aIncludes bibliographical references (p. 330-341) and index.
505 0 $aWhat the Marketer Needs to Know -- The Power of Branding -- A Quick Branding Story--Yahoo! -- Another Speedy Brand--Amazon.com -- The Historical Brand Promise -- Brands That Evolve to Stand the Test of Time -- Brands Influence Our Behavior -- Brands with No Boundaries -- Global Brands and Cultural Issues -- Summing Up the Ingredients for the Global Brand -- Wall Street Endorses Branding -- Brands and Technology Evolve Together -- Making the Transition to the Internet -- A Transition to Support the Brand -- The Ongoing Battle Over Internet Commitment -- Growing Statistics Reinforce the Commitment -- Devoting Dollars to the Internet -- The Internet Is a Powerful Piece of the Branding Campaign -- Industries Taking the Plunge -- Internet Issues Turn into Internet Opportunities -- The Smooth Transition of the Brand -- The Impact of the Internet on the Brand -- The Components of the Cyberbrand -- New Levels to Which Cyberbranding Takes a Brand -- More Ways to "Think" Internet in Support of the Brand -- Internal and External Dimensions of the Brand -- Cyberbranding Theories -- The Cyberbrander's Checklist -- The Emergence of the Cyberbrand -- Consumer Trust and cyberbranding Go Hand in Hand -- The Differentiating Factors of the Cyberbrand -- The Benefits of Having a Well-Known Traditional Brand -- Consumers Care about Brands Online -- Tricks from the New Kids on the Block -- Convergence of the Traditional Brand and the Cyberbrand -- Using Technology Properly to Cyberbrand -- Cyberbranding Trial and Error of the 1990s -- Misconception Number 1: With the Internet, There's a Worldwide Audience -- Misconception Number 2: Having a 24/7 Web Site Allows a Company to Pay Less Attention to Consumer Needs -- Misconception Number 3: Launching a Site Means Web Surfers Will Find It -- Misconception Number 4: The Web Creates an Equal Opportunity for the Little Guy to Compete with the Giants of the Industry -- Misconception Number 5: Powerful Graphics Are the Key to a "Killer" Web Site -- The Simple Cyberlessons Learned -- Web Site Design to Enhance the Cyberbrand -- A Web Site Is Not about a Company -- Ease-of-Use Principle -- Provide Up-to-Date Information -- Faster Than a Speeding Bullet ... The Importance of a Fast Download -- Using Attractive Design Consistent with Company Image and Audience Appeal -- Providing the Right Content -- Cyber Do's -- Impacting Audiences with the Cybervision -- Start with the Organization and the Cyberbrand Vision -- Vision beyond the Entrepreneurial Idea -- Avoiding the "Rushed" Vision -- Developing the Vision through Offline veersus Online Comparison -- Call in the Coalition to Guide the Vision -- Cyberbrand Visions That Exist Postlaunch -- Empowered Online Audiences -- The Makings of an Empowered Audience -- Offering Additional Information to Build Relationships -- Personalization to Build Relationships -- Customization to Build Relationships -- Building Relationships through Incentive Programs -- Cyberstrategies to Optimize Audience Response -- Move beyond the Search Engine -- Institute Contagious Viral Marketing Campaigns -- Get Serious about E-mail with Opt-In Programs -- Be Sensitive to Online Audiences and Privacy Issues -- Persuasion in Cyberspace -- Powerful Persuasive Tactics -- Persuasion in Its Infancy Stage -- Beyond the Traditional Endorsement -- Technology Intensifies Persuasion -- The Fine Line between Persuasion and Invasion -- Varying Levels of Acceptance of Persuasion -- Market Research for Effective Cyberbranding -- Traditional Research Aids in Cyberspace -- The Value of Market Research -- Traditional Research and the Cyberbrand -- Transformation of the Traditional Method--Questionnaires -- Transformation of the Traditional Method--Focus Groups -- Online Research--Leave It Up to the Technology Experts -- When to Turn to Online Methods -- Tradition and the Internet--The Best of Both Worlds -- Benefiting the Brand and the Consumer -- Extending Beyond Offline Limits -- Research--Finding the Middle Ground -- The System of Web Tracking Analysis -- The Phases of Surveillance and "The System" -- When Too Much Data Leads to Paralysis -- How Research Guides the Branding Campaign -- Understanding Tracking Measurements -- Issues and Opportunities with Professional Tracking Software -- Turning the Tables on the Trackers -- Ethics on the Internet -- Broadcast Ethics of the Past -- Ethical Beginnings on the Internet -- Privacy, Fraud, and Other Internet Issues -- Industries Developing Ethics -- A Cyberbrand's Road to Ethics -- Cybermarketing to Enhance the Brand -- Changing Market Landscapes -- Five Seconds of Stability and Fifty-Five Seconds of Change -- Lessons from the Heavy Hitters -- How Cyberbrands Are Gaining Customer Share -- Standing Apart from the Dot-Com Crowd -- Banner Ad Sustenance in Cyberspace -- Banner Ad Survival -- Banner Ads Serve a Purpose -- Banner Ad Basics -- Elements of Design -- Questions to Ask in Banner Ad Placement -- Banner Ad Campaign Results -- Affiliate Marketing for the Future -- Moving Beyond the Traditional Model -- Setting Up a Winning Program -- Implementing a Program That Attracts Affiliates -- Working with Affiliates to Maximize Results -- Jazzing Up Programs for the Future -- Driving Traffic on the Cyberhighway -- Communicating to Suit the New-Economy Lifestyle -- Using More Vehicles for More Reach and Greater Impact -- Getting Cyberattention the "Traditional" Way -- Moving Out of the Box -- Cyber Public Relations--The Credible Online Endorsement -- Public Relations--Is There Room for Tradition in Cyberspace? -- PR of the Past Updates in the Twenty-First Century -- Proven PR Techniques Are Still Apparent -- From Static to Interactive -- Know the Media in Cyberspace -- PR Comes Full Circle -- PR Cybertools for Cyberspeed -- Retiring Outdated PR Resources -- Updating PR Tools Cyberstyle -- Using Basic Cybertools--Media Guides Move Online -- More Cyber Tools--Editorial Calendars; Clipping and Monitoring Services -- Relationship-Building Tactics with the Media -- A Quick PR Relationship-Building Test -- First Things First--Nail Down the Relationship-Building Basics -- Best PR Practices -- Telltale Signs of PR Fluff -- PR Accountability Demonstrated by Professionals -- Best-Case Scenarios to Generate Interest -- Helpful PR Hints for Successful Campaigns -- Cyberbranding--Beyond Trial and Tribulation.
650 0 $aBrand choice.
650 0 $aElectronic commerce.
948 $a09/21/2001$b10/18/2001
999 $aHF 5415.3 B685 2001$wLC$c1$i31786101474564$d3/19/2004$f3/19/2004$g1 $lCIRCSTACKS$mNULS$rY$sY$tBOOK$u10/18/2001