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9780471441090

Planning Your Internet Marketing Strategy A Doctor Ebiz Guide

by
  • ISBN13:

    9780471441090

  • ISBN10:

    0471441090

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2001-10-25
  • Publisher: Wiley

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Summary

Ralph F. Wilson (Loomis, CA) is the founding editor of three popular e-business publications read by 130,000 subscribers in 130 countries: Web Marketing Today, Web Commerce Today, and Doctor Ebiz.

Author Biography

RALPH F. WILSON is one of the world’s top Web-marketing and e-business authorities. He is the founding editor of Web Marketing Today®, Web Commerce Today®, and Doctor Ebiz®, and his work has been praised in numerous publications, including The Wall Street Journal, Business Week, Business 2.0, and PC Magazine.

Table of Contents

Acknowledgments xiii
Introduction xv
Part I. Strategic Planning
Comprehending the Opportunities for Doing Business on the Web
3(8)
Branch Office
4(1)
World Market
5(1)
Direct Sales
6(1)
Networking
7(1)
Segmented Market
8(1)
Competitive Advantage
8(1)
Smarts + Sweat + Swiftness = Opportunity
9(2)
Making Your Web Site Purposes Crystal Clear
11(10)
Brand Development
12(1)
Prospect Generation
13(2)
Revenue Generation
15(1)
Cost Savings
16(2)
Customer Support
18(3)
Devising an Adequate Revenue Plan
21(12)
Traditional Versus E-Businesses
22(1)
Advertising Revenue
23(3)
Referral Revenue-Affiliate Program
26(3)
Sales Transaction Revenue
29(2)
Multiple Sources of Revenue
31(2)
Defining a Unique E-Business Niche
33(12)
Thriving in a Tiny Niche
34(2)
Differentiating Niches from Blocks
36(1)
The Elusive Holy Grail of the ``Ideal'' Product
36(1)
Unfilled Niches
37(1)
Poorly Filled Niches
37(3)
Partly Filled Niches
40(1)
Creating New Niches
41(1)
Brick-and-Mortar versus Internet Niches
42(2)
Finding and Filling Your Niche
44(1)
Assessing Your Core Competencies
45(4)
Identify Your Interests, Abilities, and Strengths
46(1)
Identify Your Passions
46(1)
Identify Your Competitive Advantage
47(1)
Decide How to Sustain Your Competitive Advantage
47(2)
Developing a Unique Sales Proposition (USP)
49(6)
What Is a Unique Selling Proposition?
50(1)
Examples of USPs
51(4)
Setting Goals for Your E-Business
55(6)
Part II. Situation Analysis
Performing a SWOT Analysis
61(6)
Strengths
62(1)
Weakness
62(1)
Opportunities
62(1)
Threats
63(2)
Blank SWOT Analysis Chart
65(2)
Conducting an Industry Analysis
67(3)
Trade Journals
67(1)
Investment Industry
68(1)
Internet Analysis
68(2)
Analyzing the Competition
70(1)
Identify the Leaders
70(1)
Scrutinize the Leaders
70(1)
Highlight Strengths, Vulnerabilities, and Gaps
70(1)
Understanding Your Customers
71(20)
Preparing a Customer Profile
77(1)
Learning about Your Site Visitors
77(3)
Elements of a Customer Profile
80(3)
Online Demographic Resources
83(1)
Determining Customer Lifetime Value
84(4)
Knowing Your Customers
88(3)
Part III. Market and Product Focus
Segmenting Your Internet Market
91(6)
Segmenting Golf Shoppers
91(2)
Segmenting Newsletter Subscribers
93(1)
Segmenting Types of Site Visitors
93(3)
Product Segmentation
96(1)
Differentiating Your Company's Products and Services
97(10)
Your USP
98(1)
Logo
98(1)
Statement
98(1)
Distinctives
99(1)
A Memorable Name
100(1)
Distinctive Packaging
100(2)
A Distinct Voice
102(1)
A Clear Focus
102(1)
Recommended Reading: Differentiate or Die
103(4)
Naming Your Online Business
107(14)
Develop a Clear, Simple Statement Describing Your Business
107(1)
List All the Words That Relate to Your Business Idea
108(1)
Brainstorm Business Name Word Combinations
108(8)
Check Domain Name Availability
116(1)
Check Trademark Availability
116(1)
Purchase Relevant Domain Name(s)
117(1)
Apply for a Trademark
118(3)
Building Trust in an Unknown Web Business
121(10)
Designing a Site That Builds Trust
122(2)
A Personal Feel That Builds Trust
124(5)
An Ordering Policy That Builds Trust
129(1)
Associations That Build Trust
130(1)
Positioning Your Company in the Consumer's Mind
131(10)
Prairie Home Companion
131(2)
Positioning Your Business
133(1)
You've Got to Take a Stand
134(2)
Points of Difference
136(5)
Part IV. The 4 Ps of Marketing
P1---Product Strategy
141(6)
Various Product Factors
141(1)
Packaging
142(1)
The Product You Market Is Often the Web Site
142(1)
Kinds of Internet Products or Compaines
143(2)
Price Tag Is Irrelevant
145(1)
Your Product Strategy
146(1)
P2---Place (Distribution)
147(22)
Meet Bob
148(1)
Drop-Shipping Model
148(3)
Local Distributor Model
151(1)
Inventory Model
151(2)
Fulfillment House
153(1)
Crucial Differences Between Retailing and E-Tailing
154(2)
Fulfillment Costs
156(6)
How Realistic Is an Online Store as an Add-on to a Retail Store?
162(3)
Decision: Distribution Chain Strategies in the Internet Age
165(2)
Decision: Selecting Shipping Services
167(2)
P3---Promotion
169(22)
The Five Mutable Laws of Web Marketing
169(6)
The Eight Essential Types of Internet Promotion
175(10)
Developing an Effective Internet Promotional Mix
185(2)
Outsourcing Web Site Promotion
187(4)
P4---Price: Pricing Strategy
191(20)
Pricing Objectives
192(1)
Customer Demand
193(1)
Estimating Revenue
194(2)
Pricing Approaches
196(3)
Regulations on Pricing
199(1)
The Take-Away Lesson
200(1)
Decision: Web Examples of Deliberate Pricing Strategies
201(3)
Review: Make Your Price Sell!
204(7)
Budgeting for and Implementing Your Internet Marketing Plan
211(14)
How Much to Budget for Marketing
211(1)
Determining an Online Widget Marketing Budget
212(3)
What to Include in Your Budget
215(1)
Three Sample Internet Marketing Budgets
216(4)
Implementation Plan
220(5)
Part V. Putting It All Together
Writing Your Internet Marketing Plan
225(14)
Separate or Integrated Marketing Plans?
226(1)
Differences between a Business Plan and Marketing Plan
227(1)
Focus on the Reader
227(1)
Writing and Style
228(1)
Overview of the Marketing Plan
228(11)
Appendix The Internet Marketing Checklist: 27 Ways to Promote Your Web Site 239(10)
Index 249

Supplemental Materials

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The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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