BRAND BUILDING ON THE INTERNET version III

A few words from the publisher: Now in its 3rd edition Brand Building on the Internet has been sold in more than 10 countries since it's first release in 1996. A corporate Web site on the Internet is no longer enough to survive in today's competitive on-line environment.

This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a brand strategy on the Internet and answers questions such as: what role should the Internet have in a marketing plan? what types of companies are best-suited to market our product on the Internet? how can a systematic dialogue between the consumer and the brand be created? how can strong traffic on a site be created? and how is it possible to measure the real value of branding a site?

There are reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, Lego, Yellow Pages, M&Ms, FedEX, Kodak, Volkswagen, and Visa. CLICKS, BRICKS & BRANDS A few words from the publisher: The world's most controversial marriage is currently taking place: The union between offline and online businesses. Will the two survive the marriage? What direction will traditional retailing take over the next few years? And what roles are e-tailers facing, with low earnings, weak distribution and limited consumer support? In this, his second groundbreaking book, Martin Lindstrom offers the reader a fascinating insight into the development of clicks-&-mortar businesses. With and intriguing mix of theory, case study, practical advice and hot updates weekly on the DualBookTM website, one of the worlds most respected Internet gurus consolidates his web genius and international marketing experience to bring retailers and dot.com companies a clear picture of how to make successful clicks-&-mortar marriages.

Lindstrom's exclusive case studies reveal how leading e-tailers, like drugstore.com and Toys "R" Us, initiated marriages with offline retailers and weathered the conversion to clicks-&-mortar businesses. Conversely, candid exposes about Nokia and Tesco illustrate how these major retailers wooed online e-tailers and made transition from exclusively offline operations to clicks-&-mortar partnerships. Two of the world's most respected online and marketing gurus, Don Pepper and Martha Rogers, famed for their invention of the term 1-to-1TM marketing, have lent their support to Clicks, Bricks & Brands - a bible for every business-to-consumer company that aims to gain strong market share in the century of clicks-&- mortar business.