eBrands: Building an Internet Business at Breakneck Speed
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At the turn of the millennium, myriad companies have filled the Web with more than 800 million pages of content. Overwhelmed by choice and starved for time, customers are casting their clicks with brands they trust. The companies that win their wallets will be those that invest now in building premier electronic brands, or eBrands.
While scores of books have promoted various Internet marketing tactics and Web site design rules, none has provided the necessary strategic context in which true eBrand builders make names for themselves. Through thoughtful analysis of the overall marketing strategies of six Web innovators -- Yahoo!, CDNow, iVillage, Onsale, Barnesandnoble.com, and Fogdog Sports -- veteran Silicon Valley marketing executive Phil Carpenter takes a hard look at how a core set of companies have pushed to develop powerful Internet brands.