Book Description
'Users rule the attention economy: if they don't click, you don't have business. Lindstrom and Andersen know their clickstreams and tell you what they want. Listen or be doomed' Dr Jakob Nielsen, Web Usability Guru, author of useit.com
'...a good starting point for anyone thinking seriously about marketing their company on the internet. Martin Lindstrom and Tim Frank Anderson have written a book which is both easy to read and well written, avoiding and explaining a lot of industry jargon. But, more than that, if you're thinking of getting a prescence on the internet it will challenge you to go beyond the most basic level of site; to think about the commitment you need to make to do it properly and to consider its importance to the future development of your business.' E-business
"Its amusing anecdotes and illustrations make it a very enjoyable read." Nigel Marson, MARKETING
"Very accessible and easily digestible, this is a great starting point for companies looking at Internet marketing." Internet Works, November 2000
In a winning combination of today's two predominant business topics, this is the first Internet-focused book to feature the critical issue of branding. With a new brand war being fought in cyberspace, in which those companies which fail to take it seriously will founder, this new book demonstrates how the Net requires a new, strategic way of thinking about marketing interactive brands to consumers. Featuring reviews of more than 70 international websites, plus 40 case studies based on companies ranging from Lego and Pepsi to Visa and Yellow Pages, the book also gives readers the concrete tools they need with which to create a successful brand strategy on the Internet, answering such vital questions as: * what role should the Internet play in a marketing plan? * what companies are best suited to market our product on the Net? * how can a dialogue between consumer and brand be created? * how do we create heavy traffic on our site? * how can we measure the real value of branding a site? Martin Lindstrom is the founder of ZIVO, Australia's largest Internet solutions company. Tim Frank Andersen is Chief Executive of the award-winning agency, Networkers, now one of the largest interactive set-ups in Europe, which he co-founded with Lindstrom.
