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One-to-One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time

One-to-One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time

With its unique focus on customer-oriented marketing strategy, One-to-One Web Marketing immediately became a bestseller among Internet business books when it was first published in 1998. Now in a second edition, this is still the only comprehensive resource for understanding and applying the latest technologies, tools, products, and solutions for one-to-one marketing on the Web. With 40% new material, the Second Edition features a full arsenal of checklists, flowcharts, templates, vendor lists, scripting examples, and other tools and information that readers can use to evaluate and implement one-to-one technologies.
E-Marketing

E-Marketing

You can take a product to market, but can you make it sell? Covers all the key techniques for successful e-marketing, from affiliation marketing to e-mail alerts, and from viral marketing to banner ads. Examples and lessons from some of the most successful businesses, including Hotmail, Pepsi and Honda, and ideas from the smartest thinkers, including Christopher Locke and Seth Godin. ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers. ExpressExec is organised into ten core subject areas making it easy to find the information you need: 01 Innovation 02 Enterprise 03 Strategy 04 Marketing 05 Finance 06 Operations and Technology 07 Organizations 08 Leading 09 People 10 Life and Work ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.
3G Marketing on the Internet

3G Marketing on the Internet

For businesses that are either planning to launch a new e-business or increase the profits of an existing one, this book provides techniques and methods to increase effectiveness and growth. Approaches to viewing a company's foundation introspectively through products, services, branding, target markets, online objectives, and budget are discussed, as is how to objectively evaluate the effectiveness of a website. Proven online marketing techniques such as link strategy, mail lists, content site advertising, newsgroup marketing, viral marketing, RSS, blogvertising, behavioral advertising, and emerging techniques are outlined. Guidance in the areas of creating the right interface, design and brand integrity, online copy and quality content, persuasive navigation and functionality is also given and methods for campaign testing, measuring metrics, and analysis are covered.
How to Make Money Online with eBay, Yahoo!, and Google

How to Make Money Online with eBay, Yahoo!, and Google

Groundbreaking strategies for reaching millions of customers online and boosting traffic, sales, and profits This full-color, seminar-in-a-book presents a proven plan for maximizing your online profits by leveraging the top three services: eBay, Yahoo! and Google. You?lllearn to: expand an existing eBay business to reach millions of targeted buyers; Open a Yahoo! store to build a thriving direct-to-customer business; and send more customers to their online retail business with improved search engine placement and targeted adword buys using Google. How to Make Money Online with eBay,Yahoo!, and Google explains how to use cross-merchandising and integration strategies to promote sales and manage inventory across multiple sales channels.
Marketing to the Social Web

Marketing to the Social Web

A smart guide to marketing in a fragmented worldToday, marketing is exploding with possibilities and complexities as it reaches out into new forms, media, and models. Marketers have an exceptional opportunity to use these new tools and models to
If You're So Brilliant...How Come You Don't Have an E-strategy? The Essential Guide to Online Business

If You're So Brilliant...How Come You Don't Have an E-strategy? The Essential Guide to Online Business

You don’t have to be brilliant to recognize that you can no longer ignore the Internet. That’s why you’ve picked up this book. You know that it’s time to do something about it. In spite of the recent dot.com boom and bust, e-commerce is thriving like never before. You know that if your business is to be truly competitive, an e-strategy is essential. So how do you go about implementing it? Matt Haig will show you. In this practical, direct guide he gives you a crash course in everything you need to know and do to ensure success. Find out how to: do an ‘e-audit’; set up a robust supply chain; attract online global customers; establish your e-brand; integrate your offline and online operations; use viral marketing effectively; communicate with your customers. Above all, you’ll learn how to make the Internet one of your key marketing tools. Read Matt Haig’s guide and make sure your business is e-ready.
Web Marketing For Dummies®

Web Marketing For Dummies®

Claim your space in the online marketplace!Develop a plan, build a marketing-effective site, and create word-of-Web campaignsLaunching a Web site for your product or service does not automatically ensure sales success. This book provides the know-how for creating a solid Web marketing plan, including how to build a site that draws and keeps visitors. Then add proven strategies like search engine optimization and link campaigns, and measure your results. Successful Web marketing techniques - all within your budgetDiscover how toMake your site search engine friendlyClose a sale on your siteDrive traffic to your siteCreate an online marketing planTake advantage of guerilla marketingMaximize your marketing dollars
e-Marketing Strategies

e-Marketing Strategies

Selling anything, anywhere, anyway, anytime, and at any price will be the norm of doing business on the Net. To do that, businesses will have to understand the new €˜Rules of the Road' that apply to e-marketing. This book will give those responsible for creating marketing strategies for their e-business an understanding of how to position, price and promote their company to online consumers within the changing nature of the Internet. e-Marketing Strategies is the first book to cover all cutting-edge aspects and give a complete overview of e-marketing including: dynamic pricing, shopping bots, and wireless purchasing.
Marketing the e-Business, Second Edition

Marketing the e-Business, Second Edition

E-marketing is rapidly growing in significance and is having a direct impact upon traditional marketing strategy and operations. It requires planning and innovation to make it work, implying organizational commitment and effective management, supported by technology, process and structure.Fully updated to reflect the latest developments in e-marketing, this useful text unpicks the challenges of e-Marketing for many types of business. It uses topical case studies and accompanying web material to provide an up-to-date study of effective marketing strategies. This updated edition features coverage of such emerging topics as:*Mobile marketing*Social networking and blogging as marketing issues*E-segmentation*Customer relationship marketing onlineProviding a new approach to the subject matter, this book analyses the benefits of e-Marketing as a tool for improving efficiency and effectiveness rather than simply business revolution. Written in a student-friendly style and fully enhanced with such pedagogical features as topic maps, boxed examples, and discussion questions, the book is ideal for use with students. Considering the practicalities of marketing in an e-Business context, in its first edition this was the first book of its kind to voice such a rigorous argument for the importance of e-Marketing.
Marketing on the Internet

Marketing on the Internet

This updated edition reflects the rapid changes in online marketing topics such as effective Web site design, secure payment methods, Web promotion techniques, and building relationships with online customers. Dozens of worksheets help readers sharpen the focus of the online needs and goals of their businesses, and hundreds of screen shots illustrate successful tactics. Case studies of online business successes explain the concepts in the book and illustrate how they work in real-life situations.
Internet Marketing for Information Technology Companies

Internet Marketing for Information Technology Companies

While information technology companies have a special affinity for the Internet, they are not necessarily using Internet marketing to its fullest potential. Addressing the specific Internet marketing needs of IT companies and written for IT marketing pros, this how-to guide shows how to make the best of a Web site, get the most out of online advertising and e-mail marketing, build a Web community, and participate in affiliate marketing programs. Numerous case studies from IT companies are used to illustrate the concepts.
Online Promotions

Online Promotions

The only complete guide to creating and managing successful online promotions. Attracting customers and driving sales in today's increasingly crowded, hyper-competitive online marketplace requires sophisticated new promotional techniques using a host of ever-evolving media tools. The first hands-on guide devoted exclusively to the subject, this book tells advertising and marketing professionals what they need to know to create and manage online promotions that pop. Drawing upon his experiences developing online promotions for Fortune 500 clients such as 3Com, AOL, Microsoft, Visa, and Xerox, expert Bill Carmody covers the latest thinking and practices in multi-brand promotions, advertising online promotional campaigns, data-gathering techniques, measuring performance, promotion follow-up, and much more. He also covers a wide range of important related issues, including international and cultural concerns, legal issues, privacy and security, and others.
The Handbook of Online Marketing Research

The Handbook of Online Marketing Research

The Handbook of Online Marketing Research examines all the latest techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and much more.Now, just like larger companies, small and medium sized companies can learn vital information like the age, gender, and income of its users, and how they respond to different aspects of the products and those of its competitors.With the advent of the Internet, companies of all sizes and budgets can conduct online market research and access all the information they need to know to stay ahead of the competition. This book demonstrates how both large and small companies can take proven traditional market research techniques and adapt them to the Web. The result is an affordable means for businesses to understand their online customers needs.
Business on a Shoestring -- Making an Impact Online

Business on a Shoestring -- Making an Impact Online

Having an online presence is essential for most businesses these days. Don't think that a small budget means that you can't compete with larger organisations: if your site is well laid out and your content compelling, you can! This book shows the way, covering topics such as: choosing the right domain name; driving traffic to your site; growing your business online; and boosting your profile with blogs and online discussion forums.
Online Advertising Playbook

Online Advertising Playbook

Praise for The Online Advertising Playbook.

-"Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing." Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks

-"The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty." Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company

-"To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change." Ted McConnell, Interactive Innovation Director, Procter & Gamble

-"The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets."Van Riley, Vice President of Research, AOL

-"The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning."Rod DeVar, Manager, Advertising and Promotion, United States Postal Service

-"Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results."Chris Theodoros, Director of Industry Relations, Google

-"A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."Mike Donahue, Executive Vice President, American Association of Advertising Agencies

-"This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course."Henry Assael, Professor of Marketing, Stern School of Business, New York University

E-book/Book Titles
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E-Marketing
3G Marketing on the Internet
How to Make Money Online with eBay, Yahoo!, and Google
Marketing to the Social Web
If You're So Brilliant...How Come You Don't Have an E-strategy?
Web Marketing For Dummies®
e-Marketing Strategies
Marketing the e-Business, Second Edition
Online Promotions
The Handbook of Online Marketing Research
Business on a Shoestring -- Making an Impact Online
Online Advertising Playbook
Stop Paying For PPCs
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