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The Strategic Role of E-Branding

In: branding@thedigitalage

Author

Listed:
  • Herbert Meyers
  • Richard Gerstman

Abstract

It has been a fascinating time to be in business. This period has been called everything from the modern-day gold rush to the new economy to the information revolution. We have seen the rise of the knowledge worker and the demise of many Internet start-ups. The streets of Silicon Valley are littered with pink slips and tattered business plans, but those same streets are filled with numerous Internet millionaires walking to their empires.

Suggested Citation

  • Herbert Meyers & Richard Gerstman, 2001. "The Strategic Role of E-Branding," Palgrave Macmillan Books, in: Herbert Meyers & Richard Gerstman (ed.), branding@thedigitalage, chapter 5, pages 62-75, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-4039-0546-8_6
    DOI: 10.1057/9781403905468_6
    as

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