Firebrands
Subtitle: building brand loyalty in the Internet age
By: Michael Moon ; with Doug Millison
Contributors: Millison, Doug
Publisher: Osborne/McGraw-Hill
Published: 2000
Place of publication: Berkeley, Calif
Language: eng
Number of pages: 318
ISBN-13: 9780072124491
Subjects: Brand choice; Internet marketing; Relation avec la clientèle; Cybermarketing; Merken; Brand loyalty; Web site development; Websites; Préférence du consommateur; Fidélisation de la clientèle; Internet; Loyaliteit; Relatiemarketing; Marque de commerce
Description: "Firebrands unveils beginning-to-end strategies for strengthening your company's brand online and building customer loyalty. Focusing on two dozen case studies including IBM, Yahoo!, Fed Ex, and Amazon.com, and offering an in-depth explanation of digital branding, this insightful book illustrates some of the best practices carried out by today's top online brands.

Expert authors Michael Moon and Doug Millison identify and analyze branding successes and failures and provide a roadmap for implementing effective brand-building strategies. In today's ever-changing digital environment, this book is an invaluable tool for anyone interested in understanding what makes eBusiness work."--BOOK JACKET.
Notes: Includes index.