Branding on Site: Customer Relationships in the Digital Marketplace

  • Authors:
    Kathryn Troy
  • Publication Date:
    December 2001
  • Report Number:
    R-1307-01-RR

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Use of the Web can enhance a company's ability to reach its employees, customers, and other extended partners. This report, based on a survey and interviews with executives in 60 major firms, focuses on customers—examining the challenges of moving brands and the branding process to a new channel.

Topics covered:

  • From Experimentation to Strategy: An Historical Overview
  • Aligning the Organization and Its Brands
  • Choosing the Right Tactics, Online and Off
  • Measuring Progress, Enabling Success

Special features:

  • Key Findings
  • Executive Summary
  • Survey Participant Profile
  • Sponsors, Participants, and Speakers
  • Key Questions for Re(Assessing) Your Online Branding

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Research Report ( pgs)
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Non-Members: $295.00
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