World Wide Web marketing : integrating the Web into your marketing strategy
Author(s)
Bibliographic Information
World Wide Web marketing : integrating the Web into your marketing strategy
Wiley, c1999
2nd ed
Available at / 9 libraries
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Note
"Wiley computer publishing."
Includes index
Description and Table of Contents
Description
This text should provide the information marketing managers, advertising professionals, and publicists need to understand how the Web can benefit their organization. The author not only takes classic marketing principles and applies them to Web strategies, but also describes the opportunities presented by recent technologies. The text covers technologies and issues such as Java, push, banner advertising, cable access, personalization engines, intranets/extranets, outsourcing, and a look at how the Web really has changed the way we do business.
Table of Contents
- Introduction to the Internet and the Web An Executive Summary
- Getting to Know the Internet
- Welcome to the World Wide Web
- The Using the World Wide Web for Marketing
- Customer Service First
- Useable Web Be Kind to Your Users
- Interactivity Goes with the Flow
- Feedback
- Value-Added Marketing It's Personal
- Attracting Attention
- Measuring Your Success
- A Few Thorny Issues
- Where Do You Start?
- Looking Toward the Future
- Appendices
- Index.
by "Nielsen BookData"
