電子書籍詳細

電子書籍詳細


洋書 kinoppy

Bricks to Clicks : Why Some Brands Will Thrive in E-Commerce and Others Won't . 1st ed.

Feinleib, David

Apress 2017/05
XIV, 156 p. 21 illus. in color.
出版国: US
ISBN: 9781484228043
eISBN: 9781484228050
KNPID: EY00194314
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Full Description

Learn how to sell online. Real-world case studies and market insights from the world's largest brands reveal what the best brands are doing right to win online. Gain knowledge of best practices that enable brands and retailers to survive and thrive in the dynamic, fast-paced, and highly competitive world of e-commerce.

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
Who This Book Is For

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

Table of Contents

Chapter 1: Transforming the Organization.-

Chapter 2: Regaining Control.-

Chapter 3: First Insight, Then Action.-

Chapter 4: Confront the New Path to Purchase (And Then Lead the Charge).-

Chapter 5: Activate Your Brand Content.-

Chapter 6: Using the Master Catalog.-

Chapter 7: The Retailer Challenge (And Opportunity).-

Chapter 8: The eCommerce Flywheel.-

Chapter 9: From Bricks to Clicks to Omnichannel.-

Chapter 10: Glossary.-