Online Branding: An Antipodean Experience
نویسنده
چکیده
Australia and New Zealand enjoy high per-capita internet usage and have a small group of organizations that have succeeded globally on the web despite less capitalization and fewer resources. The author, a web pioneer and identity expert, examines how they have instead leveraged brands and intellectual capital, and looks at implications for all {rms wishing to incorporate a web element to their marketing. 1 The theory of identity and branding
منابع مشابه
Preface to the Special Section on eBranding
Andreas Herrmann ([email protected]) is Professor and Director at the Institute for Media and Communications Management of the University St Gallen. At the MCM, he focuses on the design of media and product management. He has published widely about branding, pricing and marketing research. Eric J. Johnson ([email protected]) is Norman Eig Professor of Business at Columbia Business Schoo...
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تاریخ انتشار 2001