000			02216cam a22003134a 4500
001			15528275
003			OSt
005			20170103124834.0
008			081119s2009 nyu b 001 0 eng
010			_a 2008046497
020			_a9780230201798
040			_aDLC _cDLC _dDLC
050	0	0	_aHF5415.1255 _bD46 2009
082	0	0	_a658.8/27 _222
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, _c2009.
300			_a187 p. ; _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 strategies.
650		0	_aBranding (Marketing)
650		0	_aVirtual reality.
650		0	_aSuccess in business.
856	4	2	_3Publisher description _uhttps://www.loc.gov/catdir/enhancements/fy1609/2008046497-d.html
856	4	1	_3Table of contents only _uhttps://www.loc.gov/catdir/enhancements/fy1609/2008046497-t.html
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cB
999			_c582593 _d582593