World Wide Web marketing : integrating the Web into your marketing strategy
著者
書誌事項
World Wide Web marketing : integrating the Web into your marketing strategy
Wiley, c2001
3rd ed
- : pbk
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注記
"Wiley computer publishing."
Includes index
内容説明・目次
内容説明
Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including:* Interactivity* Affiliate marketing* Using B2B technology to sell through resellers* Wireless marketing* eMetrics, or how to measure online marketing strategies* Data mining techniques
目次
Acknowledgments. About the Author. Introduction. Using the World Wide Web for Marketing--What Are You Trying to Accomplish? Customer Service First. The Usable Web--Be Kind to Your Users. Interactivity Goes with the Flow. Selling Services. Feedback. Value-Added Marketing--It's Personal. Personalization--Getting to Know You. Professional Personalization--Extranets and Customer Relationship Management. Partner Relationship Management. Attracting Attention. Measure for Measure. Managing Your Site and Your Sanity. Looking toward the Future. Index.
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