000			01949nam a2200253 a 4500
001			vtls000056723
003			KUKTEM
005			20251117150410.0
008			111208t2009 nyua f b 001 0 eng d
020			_a9780230201798
039		9	_a201203231110 _bjamie _c201203231103 _djamie _y201112081816 _zirma
040			_aUMP
090			_aHF5415.1255 D46 2009
100	1		_aDe Mesa, Alycia
245	1	0	_aBrand Avatar : _btranslating virtual world branding into real world success / _cAlycia de Mesa
260			_aNew York : _bPalgrave Macmillan, _cc2009
300			_ax, 187 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index
505	0		_aHe emergence & characteristics of virtual worlds -- The early worlds -- The adoption continuum -- The establishers -- The culture of virtual world users -- Adult user profiles and habits -- Teen user profiles and habits -- Kids & teen worlds -- The emergence of business within virtual worlds -- Why use virtual worlds? -- Types of businesses within virtual worlds -- Strategies and tactics from real-world brands -- The virtual worlds of proprietary brands -- Strategies, tactics and impact of virtual worlds built around a global brand -- Disney’s toontown -- Coke studios -- vMTV -- Success stories -- What’s the measure of success? -- Examples of co-branding in virtual worlds -- What companies can learn from ’grass-root’ virtual brands -- Failure stories -- Failure defined -- What went wrong -- Lessons learned -- New challenges -- Virtual world standards (the case of IBM) -- Intellectual property theft -- Digital domain law -- Hijacked brands -- The futurist’s review -- Reflections on trends, user behaviors and the impact on business and brand strategie
650		0	_aBranding (Marketing)
650		0	_aVirtual reality
650		0	_aSuccess in business
999			_aVIRTUA40 _c57587 _d57593
999			_aVTLSSORT0080*0200*0400*0900*1000*2450*2600*3000*5040*5050*6500*6501*6502*9991