Rating: 
Summary: Offers Little to the Marketer
Review: I give up! I struggled to read through this book. Phil Carpenter attempts to present how Internet brands are developed by presenting "case studies" on six well-known companies. The marketing strategies of these companies (iVillage, CDNow, BarnesandNoble.com, Yahoo!, FogDog Sports, and OnSale) are detailed in a manner filled with "buzzwords" but little in the way of thoughtful analysis or performance measurement.
Carpenter follows the same business methodology of many Internet companies today in believing that "big numbers" translate into success. As we have seen this is a flawed formula. Further, the simplisitic discussions of banner ads, viral marketing, etc., provides little insight into eBrand management for your organization. Specifically, Carpenter never makes the connection between an eBrand and profit.
If you are attempting to formulate an internet-based marketing strategy a much better read is Seth Yodin's book on Permission Marketing.
Rating:
Summary: Offers Little to the Marketer
Review: I give up! I struggled to read through this book. Phil Carpenter attempts to present how Internet brands are developed by presenting "case studies" on six well-known companies. The marketing strategies of these companies (iVillage, CDNow, BarnesandNoble.com, Yahoo!, FogDog Sports, and OnSale) are detailed in a manner filled with "buzzwords" but little in the way of thoughtful analysis or performance measurement.
Carpenter follows the same business methodology of many Internet companies today in believing that "big numbers" translate into success. As we have seen this is a flawed formula. Further, the simplisitic discussions of banner ads, viral marketing, etc., provides little insight into eBrand management for your organization. Specifically, Carpenter never makes the connection between an eBrand and profit.
If you are attempting to formulate an internet-based marketing strategy a much better read is Seth Yodin's book on Permission Marketing.
Rating: 
Summary: Must-read for Internet marketers
Review: I've read many of the Internet marketing books on the market, and this one stands out as a practical guide for marketers today. The lessons that Carpenter highlights are sound; it's a shame that more marketers don't understand the core of good marketing. The case studies are thorough and provide in-depth analysis of companies battling to build brands. I found this book to be salient, timely and real. Every marketing exec and manager should spend some time with this book.
Rating: 
Summary: too much research, too little ideas
Review: If you are looking for a book that goes into great detail analyzing a limited number of brands, then this may be a good one for you. Unfortunately, I was looking for more insight, more ideas, more innovation rather than review. Not a bad book, just not great.
Rating:
Summary: too much research, too little ideas
Review: If you are looking for a book that goes into great detail analyzing a limited number of brands, then this may be a good one for you. Unfortunately, I was looking for more insight, more ideas, more innovation rather than review. Not a bad book, just not great.
Rating: 
Summary: A real-world focus on a critical topic
Review: It is refreshing to find a book on e-business that investigates REAL businesses, some of which have made REAL successes for themselves in the Internet economy. This book is not fluff; it uses a case-study approach to the concept of brand identity creation, and pursues the concept with real-world scenarios.Carpenter provides the kind of insight that business leaders can count on when looking for real answers to the e-business questions that are more often than not answered with conjecture.
Rating:
Summary: Helpful eMarketing insights
Review: Just finished reading Carpenter's book and really enjoyed it. I work for an offline company that is attempting to build brand awareness on the Web, and as a result, I was particularly interested in his chapter on Barnesandnoble.com. I've read story after story about Amazon.com. But this is one of the first detailed accounts I've ever found of how Barnesandnoble.com has worked to build an Internet brand that would complement its brick-and-mortar brand. Most writers take a pretty superficial view of Barnesandnoble.com -- they take the easy way out and write the "david and goliath" story. This book reveals the company's mistakes, alright, but it also highlights the smart choices that Barnesandnoble.com has made.
Rating:
Summary: the best strategic focus ive witnessed-so far
Review: just get it!
Rating:
Summary: A thorough look at brand development
Review: Liked the "eBrands" perspective on brand development. Forging a brand on the Web is much more than building a flashy site or picking a sharp name. The brand ties back to almost everything you do -- how you treat your customers, the offers you extend them, etc. Found this book to have good parallels with "Customers.com," which I also enjoyed. Much more useful than the new "11 immutable laws of branding" -- at least for someone in Internet land. The Internet is changing too fast for anything to be immutable, in my opinion.
Rating:
Summary: amazing
Review: mr. carpenter has captured the essence of the e-world and i obtained multiple ideals from his informative book. he has his mind on the "pulse" of the new business world. of the many business books i have read this is by far the best. recommend it with my highest
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