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- catalog abstract ""Through analysis of the overall marketing strategies of six Web innovators - Yahoo!, CDNow, iVillage, Onsale, Barnes & Noble, and Fogdog Sports - Silicon Valley marketing executive Phil Carpenter takes a hard look at how a core set of companies have pushed to develop powerful Internet brands." "Carpenter takes readers backstage in his in-depth interviews with more than forty company executives and industry experts. Recounting the successes, failures, and fears of eBrand pioneers, the author assesses the opportunities and vulnerabilities of his case study companies compared to those of their on- and offline competitors. His analysis shows how several "pure play" Internet ventures have established brand awareness and credibility, how an offline leader has boldly asserted itself in this new medium, and how a start-up has battled to distinguish its brand among the many deeper-pocketed players." "Carpenter argues that Internet contenders must expand their notion of branding far beyond such assets as logotypes, trademarks, and brand names to include programs for building brand awareness, forging alliances, and cultivating customer loyalty, to name a few. Through these bedrock best practices distilled from the experiences of the online elite, even a dot-com nobody can become a cyberbranded star." "For anyone with a stake in ebusiness - from CEOs to entrepreneurs, from marketers to customer service and PR specialists, and from Venture capitalists to financial analysts - eBrands will prove a guide to creating durable brands in the electronic marketplace."--Jacket.".
- catalog contributor b11662699.
- catalog created "2000.".
- catalog date "2000".
- catalog date "2000.".
- catalog dateCopyrighted "2000.".
- catalog description ""Carpenter argues that Internet contenders must expand their notion of branding far beyond such assets as logotypes, trademarks, and brand names to include programs for building brand awareness, forging alliances, and cultivating customer loyalty, to name a few. Through these bedrock best practices distilled from the experiences of the online elite, even a dot-com nobody can become a cyberbranded star." "For anyone with a stake in ebusiness - from CEOs to entrepreneurs, from marketers to customer service and PR specialists, and from Venture capitalists to financial analysts - eBrands will prove a guide to creating durable brands in the electronic marketplace."--Jacket.".
- catalog description ""Carpenter takes readers backstage in his in-depth interviews with more than forty company executives and industry experts. Recounting the successes, failures, and fears of eBrand pioneers, the author assesses the opportunities and vulnerabilities of his case study companies compared to those of their on- and offline competitors. His analysis shows how several "pure play" Internet ventures have established brand awareness and credibility, how an offline leader has boldly asserted itself in this new medium, and how a start-up has battled to distinguish its brand among the many deeper-pocketed players."".
- catalog description ""Through analysis of the overall marketing strategies of six Web innovators - Yahoo!, CDNow, iVillage, Onsale, Barnes & Noble, and Fogdog Sports - Silicon Valley marketing executive Phil Carpenter takes a hard look at how a core set of companies have pushed to develop powerful Internet brands."".
- catalog description "Includes bibliographical references (p. 273-285) and index.".
- catalog description "iVillage -- CDNOW -- Barnesandnoble.com -- Yahoo! -- Fogdog sports -- Onsale.".
- catalog extent "x, 301 p. ;".
- catalog identifier "0875849296 (alk. paper)".
- catalog issued "2000".
- catalog issued "2000.".
- catalog language "eng".
- catalog publisher "Boston : Harvard Business School Press,".
- catalog subject "658.8/4 21".
- catalog subject "Brand name products.".
- catalog subject "Business names.".
- catalog subject "Electronic commerce.".
- catalog subject "HD69.B7 C37 2000".
- catalog subject "Internet marketing.".
- catalog subject "Internet.".
- catalog tableOfContents "iVillage -- CDNOW -- Barnesandnoble.com -- Yahoo! -- Fogdog sports -- Onsale.".
- catalog title "eBrands : building an Internet business at breakneck speed / Phil Carpenter.".
- catalog type "text".