TY  - BOOK
AU  - Moon,Michael
AU  - Millison,Doug
TI  - Firebrands: building brand loyalty in the Internet age 
SN  - 0072124490 :
PY  - 2000///
CY  - Berkeley, Calif.
PB  - Osborne/McGraw-Hill
KW  - Brand choice
KW  - Internet marketing
KW  - Web site development
N2  - "Firebrands!" explains how marketers can use the Internet to strengthen their brand and gain competitive advantage. It provides an in-depth explanation of digital branding, with two dozen case studies of successful online brands and not-so-successful ones. CD-ROM demonstrates digital branding, the right way to brand products and companies. 48 illustrations
ER  -