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The complete idiot's guide to online marketing

Author: William Eager; Cathy McCall
Publisher: Indianapolis, IN : Que, 1999.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: William Eager; Cathy McCall
ISBN: 078972037X 9780789720375
OCLC Number: 42383674
Notes: Includes index.
Description: xi, 297 pages : illustrations ; 24 cm
Contents: Why You Need to Market on the Internet --
The Pot of Gold: The Internet Is Not a Fad and Why You Should Care --
The Internet Sets New Standards and Creates New Rules --
How Does the Global Nature of the Internet Affect You? --
The Issue of Language --
The Internet Is Virtual --
It's On 24 Hours a Day, and Can Last Forever --
The Internet Creates a Level Playing Field --
Sort Of --
Interactive Means Two-Way --
Let the Senses Get All They Want: The Internet Is a Multisensory Experience --
What About Marketing in Cyberspace? --
The Marketing Pendulum --
Reaching the Individual and the Masses --
Target Marketing: Reaching Specific Markets --
You Can Have It All: Market to the Masses, Market to the Individual --
Who's Out There and What Are They Doing? Profiles of Internet Users --
Why Are Demographics Important? --
The Television Analogy --
The United States Leads in Internet Usage --
The Internet Is Now a "Necessity" --
A Few More Numbers --
The Internet Gender Gap --
Is There One? --
Let's Not Forget Kids --
Seniors on the Net --
Not Only Are There Lots of Users, They're All over the World --
How People Use the Internet --
News on the Net --
Growth and Future of Electronic Commerce --
Internet Marketing 101 --
Who Should Market on the Internet? --
So What Is Marketing? --
What Can a Brand Do for My Company or Products? --
Brand, Identity, and Image --
But My Company Is Too Small to Brand --
A Brand Checklist --
What Products Are Easy to Brand and Market on the Net? --
Branding Your Company --
Branding Your Products --
Acquiring New Customers --
Customer Retention --
Size Up Your Competition's Net Presence --
Marketing in Cyberspace: Unique Aspects of Internet Marketing --
It Works Both Ways --
Hit the Bull's-Eye: One-to-One Marketing --
To New Heights: Accountability --
What's in a Domain Name --
What Does "Dot Com" Mean, Anyway? --
How to Get Your Domain Name --
Searching for Domain Names --
Registering Your Domain Name --
Counting, Counting, Counting: Internet Marketing Terms --
New (and Not-So-New) Marketing Stuff --
Use What You Know --
Who Measures What? --
Nuts and Bolts Internet Marketing --
Integrating Real-World and Internet Marketing --
There Is No Such Thing As Internet Marketing --
Create a Single Plan for Online and Offline Marketing --
Conduct Environmental Analysis --
Establish Marketing Objectives --
Define Your Strategies and Tactics --
Your Internet Marketing and Web Site Checklist --
Marketing and Web Site Checklist --
Offline Tactics Move Online --
Tell a Story with Literature --
Target Marketing and Database Management --
Who Can Refuse Free Samples and Giveaways? --
Get Noticed with Press Releases --
Publicity in Online Publications --
Plan Event Marketing and Investor Relations --
Provide Customer Service --
Shout Your URL from the Rooftops, Literally --
Merchandise Your Address --
Look Who's Using Cross-Promotion --
Foundation of the Marketing Budget --
It's in the Numbers: Creating Your Marketing Budget --
Your Ad Strategy and Ad Placement --
Strategy Development --
Should You Advertise on the Internet? --
Integrate, Integrate, Integrate --
Should I Pick a Partner to Help? --
Advertising Networks --
Flycast --
The Business-to-Business Ad Network --
How Much Is That CPM in the Window? --
The 800-Pound Gorillas: AOL and Yahoo! --
Ad Auctions --
Ad Placement: Location, Location, Location --
Other Kinds of Internet Advertising --
Sponsorships --
Interstitials: Better Than Ads? --
There's Always Time for Philanthropy --
Ad Creation: What Kind of Internet Ad Should You Use? --
The Basic Banner Has Value --
Animated Banner Ads Offer Action --
How to Create an Animated Banner Ad --
Embedded HTML Enables Users to Make Choices --
Interstitial Ads Are in Your Face --
Rich Media Ads, Shockwave, and Flash --
Java Jumps --
Audio and Video Advertising --
Mini-Sites: Marketing and Customer Service --
Which Ads Work Best --
The <ALT> Tag --
File Sizes: Bigger Isn't Better --
Effective Ad Content: What Does Your Ad Say? --
Build or Buy? --
The Role Search Engines and Directories Play --
Field of Dreams Marketing? Absolutely NOT! --
How Visitors Find Your Site --
Search Engines --
Directories --
Metasearchers --
The Major Players: Each Has a Different Game Plan --
Search Engine Behavior --
There's a Reason They're Called KEYwords --
The Danger of Frames --
Must We Say It? Content Is King! --
A Popularity Contest? New Trends in Search Results --
Popularity As a New Ranking Factor --
Win-Place-Show: The Pay-for-Placement Game --
The Human Touch --
Natural Language --
Register Your Site: Tips and Techniques --
Hello? Directory Assistance: Yahoo! --
Design an Effective Site to Maximize Search Hits --
A Site Checklist --
Other Good Places to Get Listed --
Making Your Action Plan Work --
How to Measure the Effectiveness of Your Internet Strategy --
The Big Picture: Measure Against Goals --
What You Need to Know --
Use Measurement to Improve Your Internet Strategy --
Who Tracks the Stats? --
Web Site Tracking Software --
Web Site Tracking Services --
The Ratings Game --
A Click Is a Click, Maybe --
Who's Linking to Your Site? --
How to Use (but Not Abuse) Email Marketing --
Email Is Hot! Here's Why --
Who Reads the Mail? Statistics About Email Usage --
How Can You Use Email? --
Ongoing Communication with Email --
Service Information with Email --
Customer Service with Email --
Direct Marketing with Email --
Produce the Perfect Email Message --
Obtain or Create an Opt-In Recipient List --
Email Management Companies --
Spam, Spam, Spam --
The Law on Spam --
Political Spam --
Unsolicited Email Versus Spam --
Managing Incoming Email to a Web Site --
Managing Responses to Email Campaigns --
Marketing with Newsgroups --
Introduction to Newsgroups --
Newsgroup Names --
Are They Talking About You? Newsgroup Research --
Use Deja.com for Newsgroups --
Using Outlook Express for Newsgroups --
Search and Subscribe to Newsgroups --
Read a Newsgroup Message --
Save a Newsgroup Message --
Reply to a Message --
Post a New Article --
Unsubscribe to a Newsgroup --
Yahoo! Message Boards --
Access Yahoo! Message Boards --
Search Yahoo! Message Boards --
Read a Yahoo! Message Board Message --
Reply to a Yahoo! Message Board Message --
Rules of the Road: Participate Without Offending People --
Rule Number One: No Spam! --
Rule Number Two: Avoid Blatant Commercialism --
Rule Number Three: No Flaming! --
Only the FAQs and Nothing but the FAQs --
Make Your Message Work --
Your Web Site Is a Marketing Tool --
Design a Showcase of a Site --
What Your Site Should Accomplish --
Content That Supports Your Goals --
Shorten the Sales Cycle --
Lock In Customers with Entertainment and Communication --
Keep 'Em Coming Back for More --
Fine-Tuning: More Tactics for Success --
Money-Saving Marketing Tips --
Affiliate Programs: It Works for Amazon.com --
When Content and Commerce Become Logical Partners --
How to Take Advantage of Affiliate Programs --
How to Research Affiliate Networks --
Swap Advertising: Anybody Wanna Trade a Link? --
Do It Yourself --
With Laser-Like Focus --
Customer Loyalty Programs for the Web --
CyberGold: The New Frontier --
Create Your Own Loyalty Program --
Clipping Coupons on the Net --
Everybody Loves a Winner: Best of Awards --
Media Relations: Oh Contact, My Contact --
Content Is King in PR, Too --
E-Zines: What Are They? Do I Need One? --
Precision, Targeted, One-to-One Marketing --
One-on-One Marketing --
Permission-Based Marketing --
Why These Concepts Work --
Gamesville USA --
Advice from a Real Player, CEO Steve Kane --
Tools to Collect Data from Visitors --
Collecting Self-Reported Data --
The Behavioral Sciences: The Other Way to Collect Data --
Putting It All Together --
Tools to Personalize the User Experience --
Tools to Build a Personalized Community --
Tools That Notify Customers --
Privacy Is Important --
TRUSTe Program --
The Value of a Virtual Community --
What Exactly Is a Virtual Community? --
How a Virtual Community Benefits Your Business --
The Power of Portals --
What Type of Community Do You Want? --
Chat Gets Them Talking --
Forums Present Useful Messages --
Let Members Publish with Personal Web Pages --
What's Happening: The Value of an Event Calendar --
Creating Your Virtual Community --
Don't Stop Now: The Commitment to Your Community
Responsibility: Bill Eager and Cathy McCall.
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