The Essential Guide to Web... | Buy

Summary

Extend the reach of your business! Harness the Internet for greater profits, no matter what you sell!The Essential Guide to Web Strategy for Entrepreneursis the hype-free, business-focused Web strategy guide for every entrepreneur. Minimum cost/maximum profit ideas for business models, hosting, design, content, security, databases, marketing, and more! 2 bonus CD-ROMs: an amazing library of e-commerce tutorials, resources, and software!

Author Biography

DR. THOMAS P. BERGMAN is Associate Professor, Management Department, College of Business Administration at the University of Central Oklahoma, where he currently teaches Internet-based business strategy and consulting. An engineer and CPA, he holds a Ph.D. from the University of Oklahoma. He previously worked for Arthur Andersen & Co. as an auditor. Bergman co-authored The Business Student Writer's Manual and Guide to the Internet (Prentice Hall) with Stephen M. Garrison.

CD-ROM Contents	p. xvii
Preface	p. xxi
Introduction	p. xxiii
Getting Started in E-Business	p. 1
Responsible Email Targeting	p. 3
Opt-In or Opt-Out?	p. 6
Why Not Spam?	p. 12
Email List Development	p. 7
Powerful Promotions Through Email	p. 22
Direct Email Marketing	p. 24
Piggyback Email Marketing	p. 31
Viral Marketing	p. 32
Improved Operations through Increased Email Use	p. 34
Making the Most of Email in Your Business	p. 35
Personal Email Systems	p. 37
Mailing Lists	p. 44
Privacy in Business Email	p. 47
The Role of the Web in Your Business Information System	p. 48
Choosing the Right Kind of Network	p. 49
Improving Operations	p. 54
High-Touch Web-Based Customer Service Through High Tech	p. 57
Using a Brochure Web Site to Tell Your Story as it Evolves	p. 63
About Us	p. 66
Contact Us	p. 67
Industry Overview	p. 70
Product Pages: The Unique Selling Proposition	p. 71
Entry or Home Page	p. 72
Web-Based Electronic Commerce	p. 75
Security First	p. 76
Catalog Web Site: Is Online Ordering Right for Your Business?	p. 80
Subscription Web Site: Will Customers Pay You for Access?	p. 92
Download Web Site: If You Can Download It, Do It!	p. 96
Application Service Provider (ASP) Web Site	p. 99
Implementation First Steps: Fast, Easy, Inexpensive, and Safe	p. 101
First Principles for Getting Started Using the Internet in Your Small Business	p. 103
The Project Must be Fast	p. 104
The Project Must be Easy	p. 104
The Project Must be Inexpensive	p. 104
The Project Must be Safe	p. 105
Lawyer Time!	p. 106
Mailing List Marketing: Choose the Right Tool and Develop a List	p. 109
Three Choices in Mailing List Tools: How They Work	p. 110
Acquire Email Lists	p. 116
Mailing List Policies and Procedures: Getting it Right	p. 123
Overview of Procedures	p. 124
Determine the Purpose and Goals of Your Mailing List Application	p. 126
Manage Your Email Lists	p. 126
Manage the Messages You Send	p. 129
Manage Responses	p. 144
Assess Mailing List Performance	p. 147
Developing a Web Infrastructure	p. 148
Get Connected to an ISP	p. 149
Acquire a Domain Name of Your Own	p. 149
Rent Host Space	p. 155
Choose an E-Commerce Service Provider	p. 161
Build Your Web Development Toolkit	p. 166
Html	p. 167
Ms Frontpage	p. 173
Wsftp	p. 175
Graphics Tools	p. 177
Web Design Principles and Procedures	p. 180
Decide What Exactly You Want From Your Web Site	p. 182
Decide on a Structure for Your Site and Develop a Rough Site Plan	p. 183
Decide What Interactive Elements You Need	p. 184
Decide What Graphics You Want to Include	p. 185
Write the Text for Each Page in Your Site	p. 186
Determine Your Budget and Timeframe for the Project	p. 186
Establish Your Web Infrastructure	p. 187
Collect Your Toolkit	p. 188
Discuss Your Site Plan with at Least Three Developer Candidates and Obtain Written Proposals	p. 188
Evaluate the Developer Proposals and Select Your Developer	p. 191
Monitor the Development Progress	p. 192
Establish Procedures for Ongoing Site Maintenance	p. 192
Constructing the Elements of a Web Site	p. 193
Template Pages	p. 194
Page Headers	p. 200
Page Footers	p. 202
Menubars	p. 203
Site Map	p. 206
Interactive Forms	p. 207
Connections to Other Services	p. 221
Supporting and Refining Your Web Site	p. 222
Managing Graphics for Maximum Impact	p. 223
Using Enhancements to Promote Stickiness	p. 233
Streaming Audio and Video	p. 236
Developing and Maintaining Content	p. 237
Developing an E-Commerce Back-End	p. 239
Generating Traffic	p. 241
Helping Prospects Find You	p. 242
Driving Prospects to Your Site	p. 261
Integrated Marketing System	p. 266
Making Sure it Works: Planning, Tuning, and Budgeting	p. 269
Internet Marketing Basics	p. 271
Personal Service Businesses	p. 274
Big-Decision Businesses	p. 275
Shopping Destinations	p. 276
Developing an Email Marketing Plan and Budget	p. 279
Developing a Web Marketing Plan and Budget	p. 288
Keeping Tabs on Traffic	p. 295
Budgeting	p. 298
Index	p. 301
Table of Contents provided by Syndetics. All Rights Reserved.

Supplemental Materials

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Excerpts

Preface: Who Should Read this Book? Your kids come home from middle school or from college and they tell you. Your friends tell you. Your business acquaintances tell you. Your trade journals are filled with articles telling you. Even your parents may be telling you. If you are a man or woman in business today, whether young or old, rich or poor, experienced business professional or a new entrepreneur just getting started, you are receiving the same piece of advice from all directions: Get your business onto the Internet! If you are a small business owner or manager and you do not yet have an online business presence, you should read this book. If you already have an online presence and you are not satisfied with your returns from those efforts, you should read this book. In simple, easy-to-understand business language, this book will show you: How to use email to maximize profits without getting into trouble. How to design a web site that produces profits instead of just costing you money. How to test your ebusiness tactics to make sure they will work before you invest in a campaign. How to choose when to do it yourself and when to hire an expert. How to do it yourself when that is your choice. Where to find the help you need and how to keep your Internet projects under control when you decide to hire an expert. How to make sure your ebusiness tactics increase your profits.