TITLE

Net brands can ring hollow

AUTHOR(S)
Williamson, Debra Aho
PUB. DATE
November 1999
SOURCE
Advertising Age;11/8/1999, Vol. 70 Issue 46, special section ps4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article looks at building brands for Internet companies. Janine Bousquette, senior VP-marketing with eToys, believes that building a brand is about establishing a relationship with a consumer. McKinsey & Co. calls it maximizing the total customer experience and it requires that the entire company organization, from site development to marketing, work as an integrated unit with this goal in mind. Partnerships play a big role in smart dot-com brand building as well. For eToys', Ms. Bousquette, the principle of respecting consumers holds true just as strongly with Internet brands.
ACCESSION #
2462416

 

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