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Hi-Tech, Hi-Touch branding: creating brand power in the age of technology

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Branding technology products is different from branding other types of consumer products. Manufacturers have to overcome technophobia and a distrust of new products, which consumers often feel will soon be superseded or become redundant. This work analyzes the current and future state of branding in the technology sector. It describes how to build customer loyalty on the Internet, where an alternative is only a click away, and where new competitors arrive on a regular basis. It provides international case studies of successful and not-so-successful branding initiatives.

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状況

200200843	658.82 TEM h	Kalbis Institute Library	利用可能日
200300732	658.82 TEM h	Kalbis Institute Library	利用可能日
200300733	658.82 TEM h	Kalbis Institute Library	利用可能日

Detail Information

シリースタイトル

-

請求記号

658.82 TEM h

公開者

Singapore : ., 2001

校合

x, 219 hlm; 23 cm

言語

English

ISBN/ISSN

047184596

分類

658.82

Content Type

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Media Type

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Carrier Type

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刊行

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キーワード

Electronic Commerce
Sales Promotion
Marketing Management
Brand Name Products-Marketing

形態

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Statement of Responsibility

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Other version/related

添付ファイル

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