Building Brandwidth

by Zyman, Sergio; Miller, Scott

• ISBN13: 9780066620602
• ISBN10: 0066620600
• Format: Hardcover
• Copyright: 2000-10-05
• Publisher: HarperCollins Publications

Summary

Now the world's most famous marketer, Sergio Zyman, has teamed up with Scott Miller to present a brilliant and irascible take on e-marketing as it really is and how it's supposed to be.

Table of Contents

Introduction	vii
Now What	1	(26)
e-Marketing: What Is It? Who Needs It?	27	(10)
e-Marketing Must Be e-ffective	37	(20)
Your Most Important Job Is to Build Brandwidth	57	(30)
What's Relevant Is Cool---But What's Cool Isn't Always Relevant	87	(20)
Marketing at Warp Speed	107	(18)
Building Brandwidth Means Building Everything	125	(28)
Forget Everything You Know About Mass Marketing---It's Over	153	(22)
To Build Brandwidth, Build on the Concepts of e-Merchanting	175	(10)
Brandwidth Is Allergic to Sameness	185	(12)
Obsolete Yourself, before Somebody Else Does If for You	197	(16)
Destination Is the Whole Enchilada	213	(12)
Epilogue: The Beginning of Marketing as We Will Know It	225	(2)
Index	227