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As Internet usage grows, brands are becoming even more important than they have been in other channels or environments. With more choices from many unknown providers, customers tend to choose a provider that represents a set of values or attributes that are meaningful, clear, and trusted (a brand). However, migrating an existing brand to Internet use is not straightforward. A brand’s appeal may shift as Internet users have significant attitudinal differences from shoppers in other channels. The author presents the branding basics and six steps to building a strong brand on or off the Internet.

With a growing number of ‘Tween’ (children ages 7–14) consumers, getting and keeping the attention of this critical constituent group is increasingly important to marketers. Tweens' buying behaviour and brand loyalty are driven by unique factors, so developing “tweenspeak” to address this group's distinct needs and attention style can be challenging. This article provides concrete examples and methods to help marketers successfully reach tweens through branding and advertising.

Up to the moment consumer intelligence on kids and young people seems to be an increasing obsession these days for brand owners and advertising agencies. They're seemingly desperate for insider information and intelligence on the life of the latest generation — referred to as everything from N‐Geners to Millenials — who rather than challenge society like their forbears seem to define it, in these youthful times. Nowadays everyone from the President (be he Gore or Bush), to Hip‐Hop artists wears Levis and Gap. The last decade saw the commercialization of youth culture (how alternative is a bank sponsored dance lent at an MTV festival?), the alternative and underground became mainstream and the social construct, which stated that you were only young between the ages of 16–24, has been disproved. Teenagers, whilst being in the spotlight as never before, have increasingly had their culture stolen from under their noses by older (and younger) people, whilst ten year olds are demonstrating brand adoption and rejection attitudes that we'd have associated with a fifteen year old, only a short time ago. To clarify the current Life of Kids it is therefore necessary to gain the latest real‐life case histories and learning's, as opposed to mere statistics that give us huge amounts of cold data re: population demographics, growth rates, income levels, behaviour patterns and the like. Therefore, the first global kids marketing conference was held in Lisbon in October, where leading industry figures from the brand owner and agency sides came together to share information. Speakers included those from MTV, Leo Burnett, BMRB International, Cartoon Network, Polaroid, Informer, Chupa Chups, Applied Research & Consulting, B2B, Pokemon and the author.

Online social networks are increasingly important venues for businesses to promote their products and image. However, information propagation in online social networks is significantly more complicated compared to traditional transmission media such as newspaper, radio, and television. In this chapter, we will discuss research on modeling and forecasting diffusion of virally marketed content in social networks. Important aspects include the content and its presentation, the network topology, and transmission dynamics. Theoretical models, algorithms, and case studies of viral marketing will be explored.

Industrial heritage works within a world of contradictions, contentions and scalar liminality. Archaeologists and historians focus upon oral histories and discourses of tangible and intangible memory and heritage while planners and economists see industrial World Heritage, in particular, as a marketing ploy to redevelop deindustrialized spaces. Within this liminality, we explore the potential for geographical perspectives to solder such contradictions into transdisciplinary heritage assessments and tourism contexts. How might the spatial tools of landscape and scalar analyses expose alternative and sustainable futures within broader patterns of industrial heritage management and consumption?

Using three comparative cases, interview and landscape methods and conducting discourse analysis within a spatial and scalar framework, we explore the increasing presence of industrial World Heritage.

We present both an institutional reflection upon the complexities of heritage discourse across complex spatial configurations and the intersectional historical, cultural, political, environmental and economic geographies that guide and emerge out of World Heritage Designations. Framed scalarly and spatially, we highlight common interpretation, tourism and heritage management styles and concerns found across industrial World Heritage. We point out trans-scalar considerations for future municipalities and regions looking to utilize their industrial landscapes and narratives.

We believe that more theoretical groundings in space and scale may lead to both the flexibility and the applicability needed to assess and, in turn, manage trans-scalar and trans-spatial complex heritage sites. These perspectives may be uniquely poised to assess the complex geographies of industrial, particularly mining, World Heritage Sites.

To provide a brief illustration of how the circumstances of economic underdevelopment and ecological decline are reciprocally linked, we can begin by tracing the post‐World War II history of Africa. Political histories of the post‐war period abound for almost all parts of the continent, since it was during this era that many African colonies struggled for and won political independence. Detailed ecological histories of colonialism and the post‐colonial states, however, are just beginning to be researched and written. Nevertheless, several broad patterns and general trends of this history are now becoming apparent, and they can be set forth in rough narrative form even though detailed histories have yet to be compiled.