Firebrands: Building Brand Loyalty in the Internet Age 1st Edition
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Author: Michael Moon
This book explains digital branding and how to implement it in the current marketplace.
Firebrands unveils beginning-to-end strategies for strengthening your company's brand online and building customer loyalty. Focusing on two dozen case studies including IBM, Yahoo!, FedEx, and Amazon.com, and offering an in-depth explanation of digital branding, this insightful book illustrates some of the best practices carried out by today's top online brands. Expert authors Michael Moon and Doug Millison identify and analyze branding successes and failures and provide a roadmap for implementing effective brand strategies. In today's ever-changing digital environment, this book is an invaluable tool for anyone interested in understanding what makes eBusiness work.