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The world's most controversial marriage is currently taking
place: the union between offline and online businesses. Will the two survive the
marriage?
What direction will traditional retailing take over the next few
years? And what role are e-tailers facing, with low earnings, weak distribution
and limited consumer support? In this, his second groundbreaking
book, Martin Lindstrom offers the reader a fascinating insight into the development
of clicks-&-mortar businesses. With an intriquing mix of theory, case study,
practical advice and hot updates weekly on the DualBook website, Australia's most
respected internet guru consolidates his Web genius and international marketing
experience to bring retailers and dot.com companies a clear picture of how to
make successful clicks-&-mortar marriages. Lindstrom's
exclusive case studies reveal how leading e-tailers, like drugstore.com, and Toys
"R" Us, initiated marriages with offline retailers and weathered the
conversion to clicks-&-mortar business. Conversely, candid exposés
about Nokia and Tesco illustrate how these major retailers wooed online e-tailers
and made the transition from exclusively offline operations to clicks-&-mortar
partnerships. Two of the world's most respected online
and marketing gurus, Don Peppers and Martha Rogers, famed for their invention
of the term 1-to-1 marketing, have lent their support to Clicks, Bricks &
Brands -- a bible for every business-to-consumer company that aims to gain
strong market share in the century of clicks-&-mortar business.
Martin
Lindstrom is recognized as one of the world's primary online branding gurus. He
developed some of Australia's, Asia's and Europe's most successful websites. He
was co-founder of Europe's largest Internet company, BBDO Interactive (now Fremfab),
in 1995, founder of Australia/Asia's largest Internet solution company, ZIVO,
in 1997 and in 1999 International Chief Operating Officer for BTLookSmart, a worldwide
joint venture between British Telecom and LookSmart. More than 4 million people
in 20 countries read Lindstrom's 360-degree branding columns on a weekly basis.
Lindstrom's expertise as a brand builder and internet communicator is sought internationally.
Now in its third edition, Lindstrom's first book, Brand Building on the Internet,
is an international bestseller, which has been published in 12 countries.
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