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The Rise of Interactive Branding
Author(s) -
Hanna Jeannette
Publication year - 1997
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1997.tb00503.x
Subject(s) - the internet , coping (psychology) , business , public relations , advertising , political science , computer science , world wide web , psychology , psychiatry
THE INTERNET IS LAUNCHING thousands of organizations down the path of interactive branding, and most are ill prepared for the trip. Jeannette Hanna reflects on how some organizations are coping and offers a preview of the bumpy road ahead.