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Brand Building on the Internet
作者 Martin Lindstrom, Tim Frank Anderson
出版社 Kogan Page Limited London
ISBN 9780749433130
分類 Business & Finance > Marketing & Sales
價格 HK$339.00
 
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About this book 1 (2)
A new source of income 3 (1)
From niche to mass medium 4 (1)
The Internet makes new demands on brands 5 (2)
Eighty percent of all business in the USA 7 (1)
and Uk are already online
Success provides experience 8 (1)
Summary of chapters 9 (1)
Breaking new ground 10 (1)
The Internet in historic perspective 11 (8)
Introduction and development of electronic 13 (3)
media
Media made the world smaller 16 (1)
Utilisation of the media 16 (1)
The Internet viewed in the light of our 16 (3)
experiences
Introduction to the Internet 19 (8)
Protocols, linguistic standards and 20 (2)
programming - in brief
The three levels of the Internet 22 (1)
News groups (UseNet) and mailing lists 23 (1)
Interactive media: IRC (chart rooms) and 24 (1)
WWW, etc.
Searching the Internet 25 (2)
The Internet as an effective marketing tool 27 (26)
It's all about communication - not 28 (1)
technology
The three development stages 29 (5)
The strategy must be deeply rooted in the 34 (2)
organisation
Companies must be intellectually committed 36 (1)
to the net
When should we start? 37 (1)
Where should we start? 37 (4)
Your web address will itself become a brand 41 (1)
name
Be indispensable to the target group 42 (1)
Know and recognise your core skills 42 (1)
Give the users something to take home 43 (2)
From mass communication to customisation 45 (1)
Understand - and leverage on the strong 46 (7)
points of the Internet
Does your product or service suit the Internet 53 (24)
The product's interactive potential is 57 (1)
decisive for its relevance on the Internet
Which products are most suitable for the 58 (2)
Internet?
Successful online sales in the year 2002 60 (13)
Search database 73 (1)
Transport, dispatch and communication 74 (1)
News reporting 75 (1)
It all takes time... 76 (1)
From passivity to interactivity 77 (24)
The Internet has no convention s 78 (1)
The moment vanishes on the Internet 78 (1)
The Internet requires action 79 (1)
What is interactivity? 80 (2)
Flow and the Internet 82 (3)
There is a difference between interactivity 85 (4)
and navigation
Good user dialogue demands a well-designed 89 (1)
interface
Definition of user-friendliness 90 (2)
Ten design guidelines which lead to better 92 (7)
dialogue
Without motivation, nothing is achieved 99 (2)
The Internet as a creator of loyalty 101(22)
Loyalty as a fashion phenomenon 102(1)
Why are people loyal? 103(3)
Loyalty is no longer an `either/or' 106(1)
phenomenon
Think of loyalty as virtual love 107(1)
The Internet gives the brand personality 108(3)
Only if your dare to open up on the 111(2)
Internet are you using the medium on its
own terms
The consumer's expectations in the future 113(3)
The Internet brings a new intimacy 116(1)
The user is a radio station 117(1)
The medium imposes obligations 118(1)
Ten pieces of advice that can help to 118(3)
create loyalty
The future of direct e-marketing 121(2)
Why brand-build on the Internet? 123(12)
A brief introduction to the concept of 124(1)
brand-building
The value of a strong brand to the producer 125(1)
The value of a strong brand to the customers 125(1)
Brands are about trust 126(2)
Leveraging real-world brand equity 128(1)
Global brands get a global medium 129(2)
The benefits of two-way brand-building 131(1)
Why is there an increasing interest in the 132(3)
individualisation of communication
Strategic building up of brands on the 135(42)
Internet
Web segmentation 137(15)
Embody the brand 138(1)
Segmentation of users on the Internet 139(2)
Selection of web values 141(3)
Strategic considerations regarding brand 144(1)
attitude
Development of the brand platform 145(1)
The four brand key elements 146(1)
A brand not only talks - it also listens, 147(1)
learns and reacts
Selection of a brand's set of values 147(5)
Web brand-building 152(18)
Determination of the number of value 153(1)
centres
The website as an amusement park in 154(4)
cyberspace
The Internet as a product benefit 158(8)
Error messages can brand-build when they 166(4)
are used correctly
Web objectives 170(7)
Measurement of the communication value of 171(4)
the website
How are the concrete objectives set? 175(2)
Development of a Web Concept Briefing 177(24)
Selection of a concept category 178(1)
I-branding websites 179(4)
Build the brand, not a brochure 182(1)
Involve through interactivity 182(1)
Get intimate via dialogue 182(1)
Expect results and measure them 183(1)
Give the consumer added value - all the 183(1)
time
E-commerce websites 183(5)
It's about creating a business not a 186(1)
website
Select and focus 186(1)
Define a clear market position 186(1)
Product information creates consumer 187(1)
empowerment
Create an ongoing relationship 187(1)
E-operation websites 188(3)
Five criteria for a successful 190(1)
e-operation strategy
Synchronous customer management 191(1)
Designing the website interface 192(3)
Development of a Web Concept Briefing 195(2)
Web Concept Briefing 197(4)
Online communities - the virtual marketplaces 201(24)
of the future
Why communities are so interesting to 203(1)
companies
Something for something 204(1)
What characteristics does a good community 205(1)
have?
Communication and content are integrated 206(1)
Users are not all alike! 207(2)
There are many different kinds of community 209(3)
The five basic needs 212(4)
Benefits of communities for companies 216(1)
How do you build up a community? 217(4)
Where will the income come from? 221(4)
How do I create traffic on my website? 225(24)
Pr and the Press 226(1)
The company is invisible on the net...! 227(4)
Internet marketing 231(1)
Advertisers on the net 232(4)
How banner marketing works 236(2)
What do we want to know and what can we 238(6)
measure?
Advertising networks 244(1)
Ten design rules to make banner 245(4)
advertisements more effective
New forms of advertising 249(14)
Sponsorship 250(1)
Microsites 250(2)
Interstitials or intermercials 252(1)
Alliances and affiliate programs 253(2)
Guerrilla marketing 255(1)
Push advertisements 255(1)
Agent-based forms of advertising 255(1)
Direct e-marketing 256(1)
Opt in 257(1)
Five percent of all spam is gone! 258(1)
Integration with other marketing activities 258(5)
When the browser becomes invisible 263(10)
Warning - access for nerds only! 264(1)
Welcome to the net - here is your personal 265(1)
newspaper
When online and offline merge 266(2)
The browser as part of the operating system 268(1)
The Internet as part of television 268(4)
When the Internet reaches ubiquity 272(1)
The intelligent website 273(22)
The anonymous consumer disappears 274(4)
In the future every consumer will have an 278(4)
agent
The agent - a threat or an opportunity! 282(7)
The survival for agents will be the 289(1)
infomediary
The significance of infomediaries for 289(2)
society
Infomediaries will change the role of 291(4)
analysis agencies
The future belongs to the consumers 295(9)
When the customers take power 296(1)
Websters - the consumers of the future 297(1)
Aspects not covered by this book 297(3)
On the brink of two new Internets 300(2)
Is there an end of all this? 302(2)
The ten Internet commandments 304(2)
Recommended links 306(1)
Glossary 307(9)
References 316(3)
About the authors 319


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