Overview
- Teaches via real-world case studies which of the brands on the endless digital shelf will thrive and which ones won't
- Shows how to build brand loyalty online for customers who care more about price, assortment, and convenience
- Provides insights from companies that have mastered the art and science of selling in-store and now want to know how to sell online
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Table of contents (10 chapters)
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About this book
Leveraging his first-hand knowledge as founder and CEO of Content Analytics, serial entrepreneur and author David Feinleib examines the threats and immense opportunity facing today’s most valuable brands. He demonstrates how brands that want to succeed in the fiercely competitive environment of e-commerce must understand and embrace the four key elements that control how much is sold and by whom: algorithms, content, convenience, and execution.
What You'll Learn
Learn the best practices in e-commerce of the world's leading brands and how to:
- Make the transition from selling in-store to selling (and winning) online
- Conduct online brand audits to pinpoint opportunities for improvement
- Increase brand equity through high-quality content
- Maximize onine sales by understanding the key metrics you need to measure and optimize
Brand managers, shopper marketing professionals, e-commerce managers, and sales professionals at brands and manufacturers; buyers, category managers, and merchants at retailers; and agency and search engine marketing professionals looking to develop expertise in e-commerce so they can expand the work they do with their brand and retailer clients
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Bibliographic Information
Book Title: Bricks to Clicks
Book Subtitle: Why Some Brands Will Thrive in E-Commerce and Others Won't
Authors: David Feinleib
DOI: https://doi.org/10.1007/978-1-4842-2805-0
Publisher: Apress Berkeley, CA
eBook Packages: Business and Management, Apress Access Books, Business and Management (R0)
Copyright Information: David Feinleib 2017
Softcover ISBN: 978-1-4842-2804-3Published: 22 May 2017
eBook ISBN: 978-1-4842-2805-0Published: 19 May 2017
Edition Number: 1
Number of Pages: XIV, 156
Number of Illustrations: 21 illustrations in colour
Topics: Online Marketing/Social Media, Branding, Corporate Communication/Public Relations