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From Retailing to E-Tailing

In: branding@thedigitalage

Author

Listed:
  • Herbert Meyers
  • Richard Gerstman

Abstract

A strong brand is a strong brand wherever you experience it. The basic elements of branding are the same whether they are applied to the retail environment, in-store merchandising, e-commerce, or websites. Branding still relies totally on the customer’s experience. The art of branding today, in this time of high technology, is no different than it has been over the past hundred years. The principals are the same. Only the pace and complexity of options have increased geometrically, dramatically increasing the speed of success or failure. In the end, brands that understand themselves and their customers the best, and then consistently execute against that focused understanding, have the best chance of long-term profitable success.

Suggested Citation

  • Herbert Meyers & Richard Gerstman, 2001. "From Retailing to E-Tailing," Palgrave Macmillan Books, in: Herbert Meyers & Richard Gerstman (ed.), branding@thedigitalage, chapter 2, pages 22-34, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-1-4039-0546-8_3
    DOI: 10.1057/9781403905468_3
    as

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