Publisher: Kogan Page, 2001, 301 pages
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 roles 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 and intriguing mix of theory, case study, practical advice and hot updates weekly on the DualBookTM website, one of the worlds most respected Internet gurus 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 businesses. Conversely, candid exposes about Nokia and Tesco illustrate how these major retailers wooed online e-tailers and made transition from exclusively offline operations to clicks-&-mortar partnerships.
Two of the world's most respected online and marketing gurus, Don Pepper and Martha Rogers, famed for their invention of the term 1-to-1TM 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.
I find this a very good book about brands, and a relief that someone at last sees the traditional industry worthy of attention in this Internet crazy world.