Publisher description for : online branding for marketing success / Deborah Kania.

Bibliographic record and links to related information available from the Library of Congress catalog

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Counter On-line branding--brand marketing on the Internet--is now the biggest challenge facing most marketers. 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, 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.

Library of Congress subject headings for this publication: Internet marketing, Brand name products Marketing