Building Brandwidth is the user's manual for anyone doing business on the Internet. Everybody in and around the Internet managers, techies, journalists, investors or analysts knows that there will be only two or three, at the most, winners in any category. It's a battle royal, and the chief weapon will be marketing and branding. The more brandwidth you build, the more ammo you take into the battle.
Technology is very important, of course.
Management principles play a key role. Product development is essential. We want you to be able to fight hard and fight smart, so we're giving you the best and latest equipment. Consider this book your user's manual of e-marketing. We show you the initial forays into marketing by the new economy pioneers and help you understand the new forces in marketing and how they're being used by some of the most successful companies on the Net.