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E-Branding-Strategien
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Orientierung im Internet bieten Marken, zu denen Verbraucher ein Vertrauensverhltnis aufgebaut haben. Sie helfen, Barrieren, Unsicherheit und ngste abzubauen und den Kaufentschluss zu treffen. Daher ist es fr alle Unternehmen, die zumindest Teile ihres Geschftes im Internet abwickeln, von entscheidender Bedeutung, eine klare E-Branding-Strategie fr ihre E-Commerce-Aktivitten zu entwickeln. Dieses Buch zeigt, wie die Umsetzung in der Praxis funktionieren kann und beschreibt anhand von Fallbeispielen die notwendigen Instrumente sowie Methoden der Erfolgskontrolle und der Markensteuerung.
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