Coverart for item
The Resource eBrands : building an Internet business at breakneck speed, Phil Carpenter

eBrands : building an Internet business at breakneck speed, Phil Carpenter

Label
eBrands : building an Internet business at breakneck speed
Title
eBrands
Title remainder
building an Internet business at breakneck speed
Statement of responsibility
Phil Carpenter
Creator
Subject
Language
eng
Summary
  • "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
  • "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."--BOOK JACKET
Cataloging source
DLC
http://library.link/vocab/creatorDate
1967-
http://library.link/vocab/creatorName
Carpenter, Phil
Dewey number
658.8/4
Index
index present
LC call number
HD69.B7
LC item number
C37 2000
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Business names
  • Brand name products
  • Electronic commerce
  • Internet
Label
eBrands : building an Internet business at breakneck speed, Phil Carpenter
Instantiates
Publication
Bibliography note
Includes bibliographical references (pages 273-285) index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
iVillage -- CDNOW -- Barnesandnoble.com -- Yahoo! -- Fogdog sports -- Onsale
Control code
42980328
Dimensions
25 cm
Extent
x, 301 pages
Isbn
9780875849294
Isbn Type
(alk. paper)
Lccn
99089360
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Label
eBrands : building an Internet business at breakneck speed, Phil Carpenter
Publication
Bibliography note
Includes bibliographical references (pages 273-285) index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
iVillage -- CDNOW -- Barnesandnoble.com -- Yahoo! -- Fogdog sports -- Onsale
Control code
42980328
Dimensions
25 cm
Extent
x, 301 pages
Isbn
9780875849294
Isbn Type
(alk. paper)
Lccn
99089360
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n

Library Locations

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      38.944491 -92.326012
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