Building Bandwidtch Means Building Everything

So why should catalogers read “Building Brandwidth: Closing the Sale Online?” At first glance it appears Zyman, consultant and former chief marketing officer at Coca Cola, and fellow co-author and business partner Miller wrote this book primarily for the dot-coms.

But “Building Brandwidth: Closing the Sale Online” is an excellent refresher course for all marketers—BAMS (bricks-and-mortars), dot-coms and BAM-dot-coms. In this age of hype, marketing confusion and chaos, multi-channel and single-channel marketers will appreciate Zyman and Miller’s strategic “basics first” approach to brand building. As the authors define it: “E-marketing is everything marketing, and everything communicates.”