Brand building on the Internet Book

Analyzes a range of international companies to demonstrate how the internet demands a new and strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a successful brand strategy on the Internet and answers such questions 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? -- How is it possible to measure the real value of branding a site?