| about the editors |
|
ix | |
| acknowledgments |
|
xi | |
| introduction |
|
1 | (5) |
|
|
|
|
|
|
|
|
|
|
|
|
|
6 | (16) |
|
|
|
|
|
|
From the 30-ton Eniac to the PC |
|
|
|
Turning raw analog data into workable information |
|
|
|
The Internet as an important part of business |
|
|
|
Using the Internet as a content repository |
|
|
|
Dividing business into smaller marketing niches |
|
|
|
The need for consistency in branding on the Internet |
|
|
|
from retailing to e-tailing |
|
|
22 | (14) |
|
|
|
|
|
|
Retailing online and offline |
|
|
|
Selling the personality of an e-tail brand |
|
|
|
Marketing e-tailing strategy relevance |
|
|
|
Building customer relationships on the web |
|
|
|
E-tailing with Internet partners |
|
|
|
The Internet as a community meeting place |
|
|
|
e-retailing: a look ahead |
|
|
36 | (12) |
|
|
|
|
|
|
Merchandizing online and offline |
|
|
|
Leveraging existing strength on the web |
|
|
|
Determining the right product mix for e-tailing |
|
|
|
|
|
|
Solution retailing on the web |
|
|
|
Fulfillment, the future key to e-tailing |
|
|
|
|
|
48 | (14) |
|
|
|
|
|
|
WebBrand.com - a new form of private (own) labels? |
|
|
|
The challenge of building a web brand |
|
|
|
Developing the right e-brand name |
|
|
|
|
|
|
Focusing on an underserved market |
|
|
|
Personalizing the e-brand experience |
|
|
|
the strategic role of e-branding |
|
|
62 | (14) |
|
|
|
|
|
|
|
|
|
|
|
The strategic role of brands |
|
|
|
|
|
|
|
|
|
Focusing on core competency |
|
|
|
Keeping your content current |
|
|
|
|
|
|
the dynamics for package goods on the internet |
|
|
76 | (14) |
|
|
|
|
|
|
The critical need for branding in cyber shopping |
|
|
|
|
|
|
Building consumer confidence on the web |
|
|
|
|
|
|
Leveraging brand equity on the web |
|
|
|
Introducing new brands on the web |
|
|
|
brand design for digital viewing |
|
|
90 | (12) |
|
|
|
|
|
|
Brand relevance through design |
|
|
|
Dimensionalizing your brand |
|
|
|
Creating brand loyalty on the web |
|
|
|
Simplifying navigation of the web |
|
|
|
Reflecting the global nature of brands |
|
|
|
The designer of the future |
|
|
|
interactive brand design research |
|
|
102 | (14) |
|
|
|
|
|
|
Gathering market intelligence on the Internet |
|
|
|
New research products and technologies |
|
|
|
E-research versus traditional research |
|
|
|
Immediate brand and shopper information |
|
|
|
Profiling consumers' use of products |
|
|
|
interfacing with the consumer |
|
|
116 | (14) |
|
|
|
|
|
|
Promoting the brand online |
|
|
|
Partnering on the Internet |
|
|
|
Rewarding the consumer online |
|
|
|
Integrating online and offline promotions |
|
|
|
Consumer interaction with all media |
|
|
|
Sharing experiences on the Internet |
|
|
|
interfacing with advertising |
|
|
130 | (12) |
|
|
|
|
|
|
Determining the customer value proposition |
|
|
|
Targeting and addressing your specific audience |
|
|
|
Convergence of TV and interactive |
|
|
|
Tying marketing directly to purchasing |
|
|
|
Establishing stronger brand relationships |
|
|
|
brand identity and the law |
|
|
142 | (14) |
|
|
|
|
|
|
Brand name and trade mark protection online |
|
|
|
Identity elements for e-trade |
|
|
|
Enforcement - where to go |
|
|
|
Domain name hijacking or cyber squatting |
|
|
|
Misuse of trade marks on the Internet |
|
|
|
a look ahead: e-biz in the new millennium |
|
|
156 | (14) |
|
|
|
|
|
|
Digital convergence in the home |
|
|
|
Concise targeting on the Internet |
|
|
|
|
|
|
E-shopping versus traditional shopping |
|
|
|
``Smart'' devices in the future |
|
|
| index |
|
170 | |
Other versions by this Author