Centro de Documentación de Fundación MAPFRE - Executives Q&A : web site brand experience reviews

MAP20100002803

Executives Q&A : web site brand experience reviews / by Ron Rogowski with Harley Manning and Rachel Zinser. — Cambridge : Forrester Research, 2010

Sumario: Web Site Brand Experience Reviews uncover two types of flaws in a Web sites support for brand: those that prevent users from accomplishing key goals and those that contradict a companys brand attributes. To get the most out of a Web Site Brand Experience Review, customer experience professionals should document user goals that drive business metrics and conduct Brand Action reviews to measure how well the site satisfies those goals. They should also collect brand positioning statements and conduct Brand Image reviews to ensure that the site presents the brands core attributes in a manner that is consistent with other channels and relevant to target users

1. Marketing de la marca . 2. Internet . 3. Análisis de mercados . 4. Visibilidad . 5. Fidelización de clientes . 6. Comercio electrónico . I. Manning, Harley . II. Zinser, Rachel . III. Forrester . IV. Título.