E-marketing

by Collin, Simon

• ISBN13: 9780471498971
• ISBN10: 0471498971
• Edition: 1st
• Format: Paperback
• Copyright: 2001-01-09
• Publisher: WILEY
• More Book Details
• Purchase Benefits

Summary

The opportunities are endless but you need to know what you want to achieve and how to go about achieving it. In this comprehensive book Simon Collin provides all the latest information you need to understand and use the range of new tools available. He points out the pitfalls as well as highlighting the advantages of using the Internet. Whether you are still planning a start-up or if you're hoping to bring your marketing efforts up to date, you will find this book an essential starting point. E-marketing is packed with references to useful websites and each chapter covers a particular area of marketing and explains how it works on the Net

Author Biography

<B>SIMON COLLIN </B>is a freelance columnist and an expert on all aspects of E-business. He is author of the Wiley <I>Business-to-Business Bible </I>and <I>E-commerce</I> books.

Table of Contents

marketing on the Internet	1	(14)
direct marketing	2	(1)
press relations	3	(1)
websites	4	(1)
advertising	4	(2)
brand marketing	6	(1)
E-commerce	6	(1)
response	7	(1)
focus groups	8	(1)
search and research	8	(1)
buying supplies	9	(1)
advice	9	(1)
strategy	10	(5)
check the finances	11	(1)
brand awareness	11	(1)
direct marketing	11	(1)
website	11	(1)
advertise	12	(1)
promote your website	12	(1)
participate	12	(1)
work with the press and the media	12	(3)
Internet branding	15	(4)
move fast	15	(3)
inventing a brand	18	(1)
websites	19	(18)
content and community	20	(2)
website design	22	(3)
using a Web design company	25	(2)
your address	27	(1)
how do you build it?	28	(2)
advanced features	30	(2)
adding a database to your site	31	(1)
getting Web space	32	(5)
content	37	(16)
licensing content	40	(1)
multilingual considerations	41	(1)
discussion groups	42	(2)
guest books	44	(1)
link directories	45	(1)
databases	45	(1)
newsletters and mailing lists	46	(2)
maps	48	(1)
chat servers	49	(2)
calendars	51	(1)
feedback forms	51	(2)
promoting your site	53	(12)
the search engines	54	(5)
make your site search-engine friendly	56	(1)
submit your site to search engines	57	(2)
online review and what's new listings	59	(2)
reciprocal links	61	(1)
promote your website	62	(3)
advertising on the Web	65	(12)
Web vs print media	66	(1)
the cost of advertising	67	(4)
conversion rates	68	(2)
free banner advertising	70	(1)
buying ad space at auction	71	(1)
designing a banner	71	(2)
electronic coupons and tokens	73	(4)
measuring response	77	(10)
counting visitors	78	(1)
access logs	79	(3)
analysing your site visitors	82	(5)
geographic location	83	(1)
domain name	83	(1)
page requests	83	(1)
browser type	84	(1)
referring domains	84	(3)
direct marketing	87	(12)
getting a list of addresses	88	(2)
sending e-mail	90	(2)
the message	92	(3)
how often?	93	(1)
design and format	93	(1)
the content	94	(1)
marketing to newsgroups and mailing lists	95	(4)
careful marketing	96	(3)
E-commerce	99	(10)
your online shop	100	(4)
shopping carts	101	(3)
accepting payment	104	(1)
costs	105	(1)
selling advertising on your site	106	(3)
public and press relations	109	(10)
press relations	110	(1)
press releases	111	(4)
writing a press release	112	(1)
guidelines for press releases	112	(1)
distributing a press release	113	(2)
public relations	115	(1)
customer service	116	(1)
bad-business and better-business websites	117	(1)
consumer awareness websites	117	(1)
customer support	117	(2)
research and study	119	(10)
consumer research and focus groups	120	(1)
research the competition	121	(1)
searching	122	(5)
power searching	125	(1)
newsgroups for research	126	(1)
global business research	127	(2)
marketing talk	129	(6)
E-zines	129	(1)
discussion groups	130	(1)
mailing lists	131	(1)
newsgroups	132	(3)
finding a newsgroup	132	(1)
using a newsgroup	133	(2)
appendix getting online	135	(12)
choosing an ISP	135	(1)
getting on the Internet	136	(2)
why it's always so slow	137	(1)
office Net policy	138	(1)
setting up the software	139	(2)
browsing the Web	140	(1)
electronic mail	141	(3)
e-mail standards	131	(11)
Web-based e-mail	142	(1)
addressing e-mail	143	(1)
sending to fax, pager or telephone	144	(1)
security and viruses	144	(3)
virus attacks	145	(2)
directory	147	(20)
glossary	167