EBrands : building an Internet business at breakneck speed

Resource Information

The work EBrands : building an Internet business at breakneck speed represents a distinct intellectual or artistic creation found in Boston University Libraries. This resource is a combination of several types including: Work, Language Material, Books.

Label

EBrands : building an Internet business at breakneck speed

Title remainder

building an Internet business at breakneck speed

Statement of responsibility

Phil Carpenter

Creator

• Carpenter, Phil, 1967-

Subject

• Brand name products
• Business names
• Business names
• Commerce électronique
• Commerce électronique
• E-commerce
• Electronic commerce
• Brand name products
• Internet
• Internet
• Internet marketing
• Merken
• Produits de marque
• Produits de marque
• Raison sociale
• Electronic commerce

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

Cataloging source

DLC

Index

index present

LC call number

HD69.B7

LC item number

C37 2000

Literary form

non fiction

Nature of contents

bibliography