Building Brandwidth

Closing the Sale Online
# 15min reading / 19min listening time
About the summary

The airwaves are full of funny e-business commercials, and everybody’s laughing — but is anyone buying? According to Zyman, former Chief Marketing Officer of the Coca-Cola Company, e-marketing that’s trendy and irreverent won’t work if e-marketers forget the fundamentals. Zyman explains what it takes to close the sale online.

In This Summary, You Will Learn:

  • What the 3 phases of e-marketing are.
  • How to close the gap between website visits and website sales.
  • Why getting to marketing first is only part of the equation.
  • How technology allows sellers to get back to “merchanting” customers personally.
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