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9781885068606

The E-Business Formula for Success: How to Select the Right E-Business Model, Web Site Design, and Online Promotion Strategy for Your Business

by
  • ISBN13:

    9781885068606

  • ISBN10:

    1885068603

  • Format: Paperback
  • Copyright: 2001-07-01
  • Publisher: Independent Pub Group
  • Purchase Benefits
List Price: $34.95

Summary

(Maximum Press) Handbook for anyone who desires success in e-business, showing how to design and develop an effective Web site based on a personally-selected e-business model. Offers an exclusive companion Web site which allows the reader to communicate with the author and provides access to important news, updates and information. Softcover. DLC: Electronic commerce.

Table of Contents

Part 1: Understanding e-Business
e-Business Overview
3(5)
What Is e-Business?
4(1)
Industry Overview
5(3)
Demystifying e-Business Myths
8(6)
``Anyone Can Build a Web Site.''
8(2)
``If You Build It, They Will Come.''
10(1)
``My Online Store Will Offer the Same Products and Services as My Offline Store.''
11(1)
``My Web Developer Takes Care of That.''
11(1)
``My Web Site is the Same As My Corporate Brochure.''
12(1)
``E-business is e-Business is e-Business.''
13(1)
The e-Business Formula
14(4)
Understanding the Formula
14(1)
Everyone is Different
15(1)
Applying the Formula
16(2)
Laying the Foundation
18(37)
Some Things to Consider
18(2)
Taking Payment
20(1)
The Advantages of Taking Online Payments
20(1)
Acquire an Internet Merchant Account
21(2)
Protecting Your Customers
23(2)
Locate a Payment Processing Company
25(2)
Storefront Solutions
27(1)
Select Storefront Features That Meet Your Objectives
28(15)
Shopping Cart
28(1)
Backend Integration
29(1)
Thumbnail Image Capability
30(1)
Searchable Product Database
30(1)
Tax Calculations
31(1)
Shipping and Delivery Options
31(3)
Automatic Purchase Notification
34(1)
Customer Email Notification
34(1)
Order Tracking
35(1)
Customer Information
35(1)
Ship-to Address
36(1)
Technical Support
36(1)
Tracking and Report Generation
37(1)
Payment Platforms
37(1)
Promotions and Discounts
38(1)
Third-Party Support
39(1)
Domain Name Support and Storefront Hosting
40(1)
Maximum Product Limit
40(1)
Digital Content Sales
40(1)
Template Customization
41(1)
International Options
41(1)
Flexibility and Value-Add Components
41(2)
Use a Storefront Template Service
43(3)
Using an ASP
46(1)
Purchase Storefront Development Software
46(2)
Program and Develop Your Own Storefront
48(2)
Use a Hybrid Storefront System
50(1)
Customer Service
50(1)
Internet Resources for This Chapter
51(4)
Part 2: The Right e-Business Model
e-Business Model 1---Electronic Order Taking
55(5)
Is Model 1 for You?
55(1)
Exploring e-Business Model 1
56(1)
Ordering Alternatives
57(2)
Behind the Scenes
59(1)
e-Business Model 2---Accepting Electronic Payment
60(7)
Is Model 2 for You?
60(2)
Exploring e-Business Model 2
62(5)
e-Business Model 3---Storefront Selection and Payment Automation
67(24)
Exploring e-Business Model 3
67(1)
Who Uses e-Business Model 3?
68(1)
Before You Get Started
69(2)
Storefront Solutions Recap
71(17)
Storefront Template Service
71(8)
Using ASP Services
79(3)
Storefront Development Software
82(6)
Developing Your Own Storefront and Hybrid Solutions
88(1)
Other Considerations
88(3)
e-Business Model 4---The Fully Integrated e-Business Solution
91(10)
Exploring e-Business Model 4
91(8)
A Closer Look at Integration
99(2)
Start with your Objectives
101(10)
Setting Primary Objectives
101(2)
Objective---Advertise Your Products or Services Online
102(1)
Objective---Sell your Products or Services Online
102(1)
Objective---Provide Online Customer Service or Support
102(1)
Objective---Provide Product Information
103(1)
Objective---Reinforce Corporate or Brand Image Online
103(1)
Setting Secondary Objectives
103(4)
Objective---Design Your Site to Be Search Engine Friendly
104(1)
Objective---Include Repeat Traffic Generators on Your Site
104(1)
Objective---Getting Visitors to Recommend Your Site
105(1)
Objective---Leveraging Your Sales Force
105(1)
Objective---Use Permission Marketing
105(1)
Objective---Create Loyalty with Visitors
106(1)
Objective---Include ``Stickiness'' Elements
106(1)
A Final Word on Objectives
107(4)
Part 3: The Right Web Site
Designing a Dynamite Site from the Start
111(16)
Building Traffic to Your Site
111(1)
Objectives of Your Web Site
111(1)
Clearly Present Your Web Site Message
112(1)
Take Advantage of Your Competitor's Sites
112(1)
The Importance of Your Domain Name
113(2)
Web Site Design Essentials
115(3)
Proper Use of Web Site Graphics
118(2)
Use Site Maps to Make Navigation Simple
120(1)
Use Page Titles to Identify Your Site
120(1)
How the Browsers See Your Site
120(1)
Meeting Marketing Objectives with Different Web Site Features
121(1)
Using Meta-Information to Guide the Search Engines
122(3)
Meta and Header Elements
122(3)
Internet Resources for This Chapter
125(2)
Going Beyond the Basics
127(8)
Spread the Word with Viral Marketing
127(2)
Leverage Your Site with Permission Marketing
129(2)
Personalize the Experience for Your Visitors
131(4)
Enhancing the Experience with Rich Media
135(6)
Streaming and Nonstreaming Media
135(2)
Advertising with Rich Media
137(1)
Uses of Webcasting
138(1)
Internet Resources for This Chapter
139(2)
What the Innovators Are Doing
141(12)
CRM in the e-Business World
141(2)
Personalizing the User Experience
143(1)
Providing Optimal Customer Service
144(3)
Call Centers
145(1)
The Effectiveness of E-Mail
145(1)
Web Chat
145(1)
Whiteboarding
146(1)
Voice over IP
146(1)
Managing Opportunity in Real Time
147(1)
e-Tailers are preparing for m-Commerce
147(1)
Internet Resources for This Chapter
148(5)
Part 4: The Right Traffic
Preparing Your Site for the Search Engines
153(20)
Understanding Search Engines
154(1)
Frames
155(1)
Image Maps
156(1)
Dynamic Pages and Special Characters
157(1)
Meta-Refresh
157(1)
Splash Pages and the Use of Rich Media
157(1)
Page Size
158(1)
Use of Tables
158(1)
Keywords Are Critical
159(1)
Know Your Competition
160(1)
Keep in Touch with the Trends
161(2)
Use Descriptive Page Titles
163(5)
Design Effective Meta-Tags
168(1)
Page Content Considerations
169(1)
Additional Design Techniques
170(1)
Internet Resources for This Chapter
171(2)
Generating Repeat Traffic and Building Consumer Loyalty
173(14)
How to Get Repeat Visits
173(1)
Freebies
174(1)
Coupons and Discounts
175(1)
A Calendar of Events
176(1)
Contests and Competitions
177(1)
Resourceful Links
178(1)
Providing a Tip of the Day or Week
178(1)
Get Bookmarked
179(1)
Bulletin Boards
179(1)
Site of the Day or Week
179(1)
Cartoons, Jokes, and Trivia
179(1)
Games
180(1)
Update Reminders
181(1)
Events Reminders
181(1)
Real-time Chat Sessions
182(1)
Advice Columns
183(1)
Virtual Postcards
183(1)
Photo Galleries
183(1)
Online Training Sessions
184(1)
Loyalty and Reward Programs
184(1)
Permission Marketing
184(1)
Internet Resources for This Chapter
185(2)
Increase Your Sales Force with Associate and Affiliate Programs
187(7)
What Are My Affiliate Program Options?
188(2)
Commission-Based Affiliate Programs
188(1)
Flat-Fee Referral Programs
188(2)
Click-through Programs
190(1)
Selecting the Right Affiliate Type for You
190(1)
How Affiliate Programs Can Boost Traffic and Online Sales
191(1)
Affilite Tracking Software
191(2)
Internet Resources for This Chapter
193(1)
Setting Up Shop in Cybermalls
194(6)
Cybermall Categories
194(1)
Product- or Service-Specific Cybermalls
194(1)
Geographic-Specific Cybermalls
195(1)
Demographic-Specific Cybermalls
195(1)
Selecting the Right Cybermall
195(2)
More Than One Cybermall?
197(1)
What Will It Cost to Participate?
197(1)
Where Are Cybermalls Found?
198(1)
Internet Resources for This Chapter
198(2)
Submitting Your Site to the Search Engines and Directories
200(11)
Understanding Search Engines and Directories
200(1)
Search Engines and Spiders
201(2)
Getting In-depth with Directories
203(1)
The Submission Process
203(3)
It Doesn't Always Come for Free
206(3)
Internet Resources for this Chapter
209(2)
Use Effective E-mail Marketing
211(9)
Getting Connected with E-mail
211(1)
How to Write Effective E-mail Messages
212(5)
The Importance of Your E-mail Subject Line
212(1)
To and From Headings in E-mail
213(1)
Blind Carbon Copy (BCC)
213(1)
E-mail Message Formatting
214(1)
Appropriate E-mail Reply Tips
214(1)
Signature Files
214(1)
Proper Use of Attachments
215(1)
Before You Click on Send
215(1)
Using Automated Mail Responders
215(2)
E-mail ``Netiquette''
217(1)
HTML or Text Messages?
217(1)
Internet Resources for This Chapter
218(2)
Reaching Out with Mail Lists
220(9)
Connecting with Your Target Audience
220(1)
Types of Mail Lists
221(2)
Discussion Mailing Lists
221(1)
Moderated Discussion Lists
221(1)
Unmoderated Discussion Lists
222(1)
Targeting Appropriate Discussion Mailing Lists
222(1)
Finding the Right Mailing List
223(1)
Subscribing to Your Target Mailing Lists
223(1)
Composing Effective E-mail Messages
223(1)
Starting Your Own Private Mail List
224(2)
Starting Your Own Publicly Available Mailing List
226(1)
Internet Resources for This Chapter
227(2)
The Value of Incoming Links
229(13)
Finding Web Sites to Link From
230(2)
Tools for Identifying Competitors' Links
232(1)
Arranging Links
233(3)
What Is a Meta-Index?
236(1)
How to Find Meta-Indexes
236(1)
Enhancing Your Links for Optimal Exposure
236(1)
Widening Horizons with Web Rings
237(1)
How Web Rings Can Increase Your Exposure
238(1)
How to Participate in Web Rings
239(1)
Internet Resources for This Chapter
240(2)
A Closer Look at Banner Advertising
242(13)
Keeping Your Advertising Objectives in Mind
242(2)
The Various Forms of Banner Ads
244(4)
Banner Ad Design Tips
248(2)
Taking Advantage of Ad Networks
250(1)
Saving Money with Banner Exchange Programs
251(1)
Bartering for Mutual Benefits with Banner Trading
252(1)
Internet Resources for This Chapter
252(3)
Spread the Word through Media Relations
255(12)
Managing Successful Public Relations
255(1)
Publicity vs. Advertising
256(1)
What Is a Press Release?
256(2)
How to Write a Press Release
257(1)
Advantages of Interactive Press Releases
258(1)
Sending Press Releases on Your Own vs. Using a Distribution Service
259(1)
Tips for Press Release Distribution
260(1)
Press Release Timing and Deadlines
260(1)
Monthly Magazines
260(1)
Daily Newspapers
261(1)
TV and Radio
261(1)
Formatting Your E-mail Press Release
261(1)
What Is Considered Newsworthy?
262(1)
What Isn't Considered Newsworthy?
262(1)
Preparing Your Press Kits/Media Kits
263(1)
Develop an Online Media Center for Public Relations
263(1)
Internet Resources for this Chapter
264(3)
E-zines and Other Online Publications
267(5)
E-zines Defined
268(1)
Web-based E-zines
268(1)
E-mail E-zines
269(1)
Promoting Your Site through E-zines
269(1)
E-zine Publishing's Three Golden Rules
270(1)
Internet Resources for This Chapter
271(1)
Communication with Your Target Market through Newsgroups
272(8)
Newsgroups---An Ideal Marketing Vehicle
272(1)
The Benefits of Newsgroups
273(1)
Different Newsgroup Categories
273(1)
Target Appropriate Newsgroups
274(1)
Read the FAQs and Abide by the Rules
275(1)
``Lurking'' for Potential Customers
276(1)
Posting Messages on Newsgroups
276(1)
Signature Files as Your e-Business Card
277(1)
Advertising When Advertising Isn't Allowed
277(1)
Internet Resources for this Chapter
278(2)
Winning Web Site Awards and Being Voted ``Cool Site of the Day''
280(5)
How Do You Get Nominated?
280(1)
Choosing Your Awards and Submitting to Win
281(1)
Cool Sites: What's Hot and What's Not?
282(1)
Posting your awards on your site
283(1)
Internet Resources for this Chapter
283(2)
Generating Online Exposure the Offline Way
285(6)
Offline Promotion Objectives
285(1)
URL Exposure through Company Material
286(1)
URL Exposure through Promotional Items
287(1)
URL Exposure through Clothing
288(1)
URL Exposure on Novelty Items
289(1)
URL Exposure on Your Products
289(1)
Internet Resources for This Chapter
290(1)
Measure Your Success with Web Traffic Analysis
291(12)
Do You Know Who Is Visiting Your Web Site?
291(1)
What Is a Log File, and What Can It Tell You?
292(1)
Web Traffic Analysis Options
293(1)
Popular Web Traffic Analysis Software
293(1)
Learning from Log File Analysis
294(5)
Identifying Valuable Information about Your Target Market
294(1)
Which Pages Are Popular, and Which Pages Are Not?
295(1)
Find Out How Each Visitor Found Your Site
296(1)
Identifying Your Target Market
297(1)
Find Out What Forms of Online Promotion Work for Your Site
297(1)
Managing Your Online Business
298(1)
What Motivates Your Target Audience?
298(1)
Internet Resources for This Chapter
299(4)
Appendix A: Terminology 303(9)
Appendix B: Implementation and Maintenance Schedule 312(7)
Appendix C: Storefront Features Selection Chart 319

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