{"product_id":"emarketing-working-the-web-9780471498971","title":"Emarketing Working the WEB","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"Whether you are still planning a start-up or if you are hoping to bring your company's marketing efforts up to date, you will find that E-Marketing is an essential starting point.\" (Sales Director, January 2001)  \u003cp\u003e\"This title will offer a valuable insight into the techniques that can be utilised to promote your business.\" (Internet Works, March 2001)\u003c\/p\u003e \u003cp\u003e\"a useful starting point...comprehensive book....a great number of references to useful websites\"... (Freelance Informer, October 2001)\u003c\/p\u003e \u003cp\u003e\"...provides an articulate, straightforward introduction to marketing online. Its breadth of scope is impressive...\" (Arts Professional, 10 February 2003)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003e1 Marketing on the Internet 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDirect marketing 2\u003c\/p\u003e \u003cp\u003ePress relations 3\u003c\/p\u003e \u003cp\u003eWebsites 4\u003c\/p\u003e \u003cp\u003eAdvertising 4\u003c\/p\u003e \u003cp\u003eBrand marketing 6\u003c\/p\u003e \u003cp\u003eE-Commerce 6\u003c\/p\u003e \u003cp\u003eResponse 7\u003c\/p\u003e \u003cp\u003eFocus groups 8\u003c\/p\u003e \u003cp\u003eSearch and research 8\u003c\/p\u003e \u003cp\u003eBuying supplies 9\u003c\/p\u003e \u003cp\u003eAdvice 9\u003c\/p\u003e \u003cp\u003eStrategy 10\u003c\/p\u003e \u003cp\u003eCheck the finances 11\u003c\/p\u003e \u003cp\u003eBrand awareness 11\u003c\/p\u003e \u003cp\u003eDirect marketing 11\u003c\/p\u003e \u003cp\u003eWebsite 11\u003c\/p\u003e \u003cp\u003eAdvertise 12\u003c\/p\u003e \u003cp\u003ePromote your website 12\u003c\/p\u003e \u003cp\u003eParticipate 12\u003c\/p\u003e \u003cp\u003eWork with the press and the media 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Internet branding 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMove fast 15\u003c\/p\u003e \u003cp\u003eInventing a brand 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Websites 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContent and community 20\u003c\/p\u003e \u003cp\u003eWebsite design 22\u003c\/p\u003e \u003cp\u003eUsing a web design company 25\u003c\/p\u003e \u003cp\u003eYour address 27\u003c\/p\u003e \u003cp\u003eHow do you build it? 28\u003c\/p\u003e \u003cp\u003eAdvanced features 30\u003c\/p\u003e \u003cp\u003eAdding a database to your site 31\u003c\/p\u003e \u003cp\u003eGetting web space 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Content 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLicensing content 40\u003c\/p\u003e \u003cp\u003eMultilingual considerations 41\u003c\/p\u003e \u003cp\u003eDiscussion groups 42\u003c\/p\u003e \u003cp\u003eGuest books 44\u003c\/p\u003e \u003cp\u003eLink directories 45\u003c\/p\u003e \u003cp\u003eDatabases 45\u003c\/p\u003e \u003cp\u003eNewsletters and mailing lists 46\u003c\/p\u003e \u003cp\u003eMaps 48\u003c\/p\u003e \u003cp\u003eChat servers 49\u003c\/p\u003e \u003cp\u003eCalendars 51\u003c\/p\u003e \u003cp\u003eFeedback forms 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Promoting your site 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe search engines 54\u003c\/p\u003e \u003cp\u003eMake your site search-engine friendly 56\u003c\/p\u003e \u003cp\u003eSubmit your site to search engines 57\u003c\/p\u003e \u003cp\u003eOnline review and what’s new listings 59\u003c\/p\u003e \u003cp\u003eReciprocal links 61\u003c\/p\u003e \u003cp\u003ePromote your website 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Advertising on the web 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeb vs print media 66\u003c\/p\u003e \u003cp\u003eThe cost of advertising 67\u003c\/p\u003e \u003cp\u003eConversation rates 68\u003c\/p\u003e \u003cp\u003eFree banner advertising 70\u003c\/p\u003e \u003cp\u003eBuying ad space at auction 71\u003c\/p\u003e \u003cp\u003eDesigning a banner 71\u003c\/p\u003e \u003cp\u003eElectronic coupons and tokens 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Measuring response 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCounting visitors 78\u003c\/p\u003e \u003cp\u003eAccess logs 79\u003c\/p\u003e \u003cp\u003eAnalyzing your site visitors 82\u003c\/p\u003e \u003cp\u003eGeographic location 83\u003c\/p\u003e \u003cp\u003eDomain name 83\u003c\/p\u003e \u003cp\u003ePage requests 83\u003c\/p\u003e \u003cp\u003eBrowser type 84\u003c\/p\u003e \u003cp\u003eReferring domains 84\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Direct Marketing 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting a list of addresses 88\u003c\/p\u003e \u003cp\u003eSending e-mail 90\u003c\/p\u003e \u003cp\u003eThe message 92\u003c\/p\u003e \u003cp\u003eHow often? 93\u003c\/p\u003e \u003cp\u003eDesign and format 93\u003c\/p\u003e \u003cp\u003eThe content 94\u003c\/p\u003e \u003cp\u003eMarketing to newsgroups and mailing lists 95\u003c\/p\u003e \u003cp\u003eCareful marketing 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 E-Commerce 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour online shop 100\u003c\/p\u003e \u003cp\u003eShopping carts 101\u003c\/p\u003e \u003cp\u003eAccepting payments 104\u003c\/p\u003e \u003cp\u003eCosts 105\u003c\/p\u003e \u003cp\u003eSelling advertising on your site 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Public and press relations 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePress relations 110\u003c\/p\u003e \u003cp\u003ePress releases 111\u003c\/p\u003e \u003cp\u003eWriting a press release 112\u003c\/p\u003e \u003cp\u003eGuidelines for press releases 112\u003c\/p\u003e \u003cp\u003eDistributing a press release 113\u003c\/p\u003e \u003cp\u003ePublic relations 115\u003c\/p\u003e \u003cp\u003eCustomer service 116\u003c\/p\u003e \u003cp\u003eBad-business and better-business websites 117\u003c\/p\u003e \u003cp\u003eConsumer awareness websites 117\u003c\/p\u003e \u003cp\u003eCustomer support 117\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Research and study 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConsumer research and focus groups 120\u003c\/p\u003e \u003cp\u003eResearch the competition 121\u003c\/p\u003e \u003cp\u003eSearching 122\u003c\/p\u003e \u003cp\u003ePower searching 125\u003c\/p\u003e \u003cp\u003eNewsgroups for research 126\u003c\/p\u003e \u003cp\u003eGlobal business research 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Marketing Talk 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eE-zines 129\u003c\/p\u003e \u003cp\u003eDiscussion groups 130\u003c\/p\u003e \u003cp\u003eMailing lists 131\u003c\/p\u003e \u003cp\u003eNewsgroups 132\u003c\/p\u003e \u003cp\u003eFinding a newsgroup 132\u003c\/p\u003e \u003cp\u003eUsing a newsgroup 133\u003c\/p\u003e \u003cp\u003eAppendix Getting Online 135\u003c\/p\u003e \u003cp\u003eChoosing an ISP 135\u003c\/p\u003e \u003cp\u003eGetting on the Internet 136\u003c\/p\u003e \u003cp\u003eWhy it’s always so slow 137\u003c\/p\u003e \u003cp\u003eOffice net policy 138\u003c\/p\u003e \u003cp\u003eSetting up the software 139\u003c\/p\u003e \u003cp\u003eBrowsing the web 140\u003c\/p\u003e \u003cp\u003eElectronic mail 141\u003c\/p\u003e \u003cp\u003eE-mail standards 131\u003c\/p\u003e \u003cp\u003eWeb-based e-mail 142\u003c\/p\u003e \u003cp\u003eAddressing e-mail 143\u003c\/p\u003e \u003cp\u003eSending to fax, pager or telephone 144\u003c\/p\u003e \u003cp\u003eSecurity and viruses 144\u003c\/p\u003e \u003cp\u003eVirus attacks 145\u003c\/p\u003e \u003cp\u003eDirectory 147\u003c\/p\u003e \u003cp\u003eGlossary 167\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402619461975,"sku":"9780471498971","price":30.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471498971.jpg?v=1730480999","url":"https:\/\/bookcurl.com\/products\/emarketing-working-the-web-9780471498971","provider":"Book Curl","version":"1.0","type":"link"}