附註:Includes bibliographical references (pages 330-341) and index.
The power of branding -- Making the transition to the internet -- The impact of the internet on the brand -- The emergence of the cyberbrand -- Using technology properly to cyberbrand -- Web site design to enhance the cyberbrand -- Start with the organization and the cyberbrand vision -- Empowered online audiences -- Cyberstrategies to optimize audience response -- Persuasion in cyberspace -- Traditional research aids in cyberspace -- Online research: leave it up to the technology experts -- The system of Web tracking analysis -- Ethics on the internet -- Changing market landscapes -- Banner ad sustenance in cyberspace -- Affiliate marketing for the future -- Driving traffic on the cyberhighway -- Public relations: is there room for tradition in cyberspace? -- PR cybertools for cyberspeed -- Relationship-building tactics with the media -- Best PR practices -- Cyberbranding: beyond trial and tribulation.
