Branding.com : on-line branding for marketing success /
Deborah Kania.
- illustrated edition ed.
- [S.l.] : McGraw-Hill Companies, 2001.
- 285 p. ; 24 cm.
Hardcover.
On-line branding--brand marketing on the Internet--is now the biggest challenge facing most marketers. Branding.com reveals why branding is the most important element in any marketing plan and why it must be uniquely executed in each medium--including on the Internet--in order to be successful. For companies extending their branding efforts onto the Internet, as well as for web entrepreneurs who are looking to brand a product or service exclusively on-line, Branding.com explores the basics of on-line brand marketing and shows how to plan and execute a successful on-line branding strategy and how to develop a "next generation media mix" to leverage both on-line and off-line marketing media in promoting a brand.