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Tables of Contents for Branding.Com
Chapter/Section Title
Page #
Page Count
Preface
vii
Introduction
xi
A New Chapter in Marketing History
1
24
100 Years of Branding in a Nutshell
2
5
The Internet Phenomenon
7
3
Brand Impact
10
11
Message and Media Impact
21
2
Future Media and Channels
23
2
The E-Marketplace
25
32
Networked Communications
27
3
Brands in the E-Marketplace
30
5
Micro Markets and Virtual Communities
35
6
Merchants of the High-Tech Kind
41
7
Internet Channels
48
2
Channel Changing and Media Blurring
50
4
E-Marketplace Challenges
54
3
The E-Customer
57
28
Profile of the Net User
58
13
Online Retail: Beyond E-Window Shopping
71
2
Generations Net
73
4
What the Customer Wants
77
4
The ``Super-Empowered'' Customer
81
1
Privacy
82
3
Brand Principles and Paradigm Shifts
85
34
Brand-Marketing Principles
86
4
The Web Impact
90
8
Net.Marketing.Com
98
2
Experiential Marketing
100
9
The Net Brand Organization
109
10
Building The Online Brand
119
26
Taking It to the Web
119
2
How Important Is Brand?
121
2
Brand Awareness, Preference, and Loyalty Online
123
3
Nothing but Net: The Dot-Com Phenoms
126
2
Wiring Traditional Brands
128
4
Activities for Building the Online Brand
132
8
Interactive Identity
140
2
In the Web We Trust
142
3
The Web Medium
145
28
The Next Generation Media Mix
146
2
Internet Advertising Growth
148
9
The New Creative Process
157
2
Brand vs. Direct Response Advertising
159
14
Online Advertising and Promotion
173
32
From Rags to Rich Media
175
6
Beyond the Banner
181
13
Measuring Brand Impact Online
194
4
Cross-Media Integration
198
7
The Website: as Brand Experience
205
38
Brand Loyalty and the Web
206
6
The Online Brand: Not a Thing, but an Experience
212
2
Brand Attributes in the Interactive Medium
214
5
The Information Connection
219
5
Fast 'n' Easy: The Intuitive Web Interface
224
2
Interactive Branding
226
3
Virtual Retailing
229
1
Personalized Brand Experience
230
4
E-Mail and Desktop Branding
234
2
``Membership Has Its Privileges''
236
1
Branding the Community
237
2
Total Customer Experience (TCE)
239
4
Branding's Tech Future
243
12
Port-a-Brand
244
4
The Promise of Broadband
248
1
A Smarter Idiot Box
249
1
Integration of Online and Offline Media
250
1
Don't Get a Hand Caught in the Cookie Jar
251
4
Appendix A: Case Studies
255
18
Appendix B: Resource Guide
273
4
Bibliography and Recommended Readings
277
4
Index
281