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| Acknowledgments | vii | |
| Preface | ix | |
| Part 1 | Online Marketing Strategy | 1 |
| 1 | Adding Online Power to Your Marketing Mix | 3 |
| 2 | New Paradigms of Online Marketing | 19 |
| 3 | Constructing the Online Marketing Business Plan | 39 |
| 4 | Corporate Policies for Web Site Content | 63 |
| 5 | Marketing Opportunities on the Internet and Commercial Online Services | 71 |
| Part 2 | Online Marketing Tools | 95 |
| 6 | Market Research Online | 97 |
| 7 | Customer Service and Support Online | 111 |
| 8 | Competitive Research Online | 123 |
| 9 | Online Resources That Make You a More Effective Marketer | 137 |
| 10 | Measuring Results from Online Marketing | 145 |
| Part 3 | Online Advertising | 169 |
| 11 | Understanding Interactive Advertising | 171 |
| 12 | Buying, Selling, and Creating Online Ads | 185 |
| 13 | Using Online Advertising to Build a Community | 213 |
| Part 4 | Online Public Relations | 225 |
| 14 | Interactive Media Relations | 227 |
| 15 | Writing and Distributing Interactive Publicity Materials Online | 247 |
| 16 | Building Relationships with Reporters | 265 |
| 17 | Interactive Public Relations Strategies for Your Communities | 273 |
| 18 | Building Relationships with E-mail and Private Mailing Lists | 283 |
| 19 | Building Relationships with Newsgroups and Forums | 299 |
| 20 | Promoting Your Web Site | 313 |
| 21 | Crisis Communications | 349 |
| Part 5 | Online Selling | 367 |
| 22 | Designing Your Web Site To Increase Sales | 369 |
| 23 | Strategic and Operational Issues for Online Selling | 393 |
| 24 | Selling Consumer Products and Services Online | 405 |
| 25 | Business-to-Business Selling Online | 413 |
| 26 | International Marketing Online | 419 |
| 27 | Building Brand Online | 423 |
| Part 6 | The Future | 429 |
| 28 | The Future of Online Marketing | 431 |
| Glossary | 437 | |
| Biography | 439 | |
| Janal Communications Seminars, Consulting | 441 | |
| Index | 443 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Dgc Irwin
reviewed Online marketing handbook on January 23, 2015
Online marketing handbook
I bought the book because I was searching for a book that can provide me more information on how to find the right market for a business. I did not realize that the book was about connected customers, meaning the customers that are found in the internet.
The book mainly focused on how to connect to these customers. The book's approach was kind of intimidating for me because the author keeps on using his own company as example and would eventually say how good or that they are better than the rest of those in the industry.
I also hate how the author pointed out the flaws of some of the professionals in other industries and claim his team to be better.
I do understand his points though. He wanted to share his own experiences but to me, it just turned out to be a book selling his own firm while giving few insights of the industry his team is working in.
I gave this book three stars because it was able to supply me some knowledge but I really don't like the approach of how it was written and which examples were chosen.
The book felt like it was too long to read mainly because it has too many examples and stories with few key points.
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Add Online marketing handbook, Online Marketing Handbook opens your eyes to the vast and varied possibilities of promoting and selling products and services in cyberspace. Written by and for the professional marketer, it is the most comprehensive, step-by-step source of online marketin, Online marketing handbook to the inventory that you are selling on WonderClubX
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Add Online marketing handbook, Online Marketing Handbook opens your eyes to the vast and varied possibilities of promoting and selling products and services in cyberspace. Written by and for the professional marketer, it is the most comprehensive, step-by-step source of online marketin, Online marketing handbook to your collection on WonderClub |
