eBranding
Introduction
Call for Chapters, Contemporary Research in eBranding, A book edited by Dr. Subir Bandyopadhyay; Proposal Deadline: 1 Sep 2006
: : : Posting
: : cfp
Date: Thu, 20 Jul 2006 02:50:50 -0400
From: "Bandyopadhyay, Subir" <sbandyop@iun.edu>
CALL FOR CHAPTERS
Submission Deadline: September 1, 2006
Contemporary Research in eBranding
A book edited by Dr. Subir Bandyopadhyay, Professor of Marketing,
Indiana University Northwest, USA
Introduction
Marketing over the Internet implies a whole new dimension in which to engage, retain and transact with the consumer. The future looks bright for the brand manager because the number of potential customers seems boundless. Today’s most successful companies, along with companies that desire to meet with financial success, are quite aware of the power of the Internet (such as economy of scale, direct communication with the consumer across the globe etc.). However, it is still considered a relatively new mechanism with respect to the opportunity for online brand development. Due to the relative newness of the Internet and its unknown potentials, many companies do not have a results-driven path toward developing a brand on the Internet. A preliminary step includes dissecting what brand management entails for the online marketer. Although a number of recent books have addressed the issue of e-branding, nobody has articulated the critical differences between traditional and online brand management. For a brand manager, it is imperative to appreciate these differences. It is natural for a brand manager to apply her off-line brand experience to online branding. While this approach will work to some extent, it will fail to appreciate some of the unique features of the Internet. For example, the control of communication in case of online brand management lies with both the brand manager and the consumer whereas, from the traditional branding perspective, the control mainly rests with the brand manager only.
The Overall Objective of the Book
The overall objective of the proposed book is to offer the reader a plethora of scholarly articles that will capture all major contemporary research topics on eBranding. The mission of the book is to sensitize the reader to the enormous potential of the web in building strong brands.
The Target Audience
The audience of this book will include people drawn from many fields including: brand managers who want to build online brands or use the web to promote off-line brands; marketing academicians who want to know the latest information on eBranding; information technologists who want to know what tools are most suitable for eBranding; consumers who want to utilize the advantages offered by eBrands
Recommended topics include, but are not limited to, the following:
- Principles of eBranding and paradigm shifts in Branding
- Building the online brand: new brand, and existing brand
- Online customer
- Online marketplace
- Positioning of eBrands
- Extension of eBrands
- Measuring eBrand values
- Online advertising and promotion to build eBrands
- Integrating marketing communication to build eBrand equity
- Designing marketing programs to build eBrand equity
- Measuring eBrand equity
- Designing and implementing eBranding strategies
- Measuring eBrand performance
- Managing eBrands over time
- Influence of technology on future of eBranding
SUBMISSION PROCEDURE
Researchers and practitioners are invited to submit on or before September 1, 2006, a 2-5 page manuscript proposal clearly explaining the mission and concerns of the proposed chapter. Authors of the accepted proposals will be notified by October 1, 2006 about the status of their proposals and sent chapter organizational guidelines. Full chapters are expected to be submitted by December 31, 2006. All submitted chapters will be reviewed on a double-blind review basis. The book is scheduled to be published by Idea Group Inc., , publisher of the Idea Group Publishing Information Science Publishing, IRM Press, Cyber Tech Publishing and Idea Group reference imprints.
Inquiries and submissions can be forwarded electronically (Word document) or by mail to:
Dr. Subir Bandyopadhyay
Professor of Marketing
School of Business and Economics
Indiana University Northwest
3400 Broadway, Gary, IN 46408
Tel: (219) 980-6900, Fax: (219) 980-6916
E-mail: sbandyop@iun.edu
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