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Jingdong book

线上竞争力

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Books Management E-commerce

Jingdong book

线上竞争力

Name: 线上竞争力
Brand: Jingdong book
SKU: 3102007821
Price: 23.73 USD
Availability: OutOfStock

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Content Description

伴随着网络经济的飞速发展，越来越多的企业开始重视利用网络宣传自己。《线上竞争力》通过集中探讨惠普、微软、百事可乐、麦当劳等企业如何利用数字化的思想、技术以及手段开展品牌的策划、创建、推广以及管理。12位品牌企业的商业精英坦陈了他们在新的市场环境下网络零售和网络品牌的观点和方法，是一部关于怎样提高企业品牌在线竞争力的佳作，对所有企业都有深刻的借鉴意义。

Catalogue

第一章惠普：互联网大爆炸
宝加娜·法赞瑞克惠普公司前国际市场营销及品牌管理总监
从30吨的电子数字积分计算机到个人电脑
原模拟数据转换为可利用的信息
互联网是商业的重要组成因素
互联网是您取之不尽的资源
将商务划分为更细分的营销块
互联网上品牌延续的必要性

第二章麦当劳：从传统零售到网络销售
大卫·B·格林麦当劳国际公司高级营销副总裁兼高级营销官
在线营销和非在线营销
网络零售品牌的人性化销售
营销网络零售的战略问题
在网上与消费者建立联系
与互联网合作商共同开展零售业务
互联网作为志同道合之人的集会地

第三章网络杂货：网络零售的前瞻
弗雷德里克·J·霍罗威茨网络杂货公司（netgrocer.com）创始人之一
在线和非在线推销
在网上发挥现有优势
为网络零售制定正确的产品策略
网络零售解决方案
执行——网络零售的未来

第四章红信封：网络品牌
希拉里·比林斯红信封礼品公司董事会主席兼首席营销官
互联网品牌公司——私有品牌的全新形式？
建立网络品牌面临的挑战
开发朗朗上品的网络品牌名称
网络品牌定位
网络品牌人性化

第五章 Interbrand：网络品牌的战略性角色
德伯·夏里 Interbrand互联公司总裁
安迪·贝特曙 Interbrand互联公司管理总监
品牌的战略地位
放弃控制
社区参与
……

第六章宝洁：互联网上包装商品的原理
第七章 Interbrand：数字化视觉效果的品牌设计
第八章绿野在线：互动品牌设计研究
第九章百事可乐：与消费者交往
第十章 Organic：与广告业的对接
第十一章市场动力：品牌识别及相关法律
第十二章微软：21世纪电子商务的展望

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Jingdong book

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