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Complete Guide to Internet Publicity

Librairie Eyrolles - Paris 5e

Complete Guide to Internet Publicity

Complete Guide to Internet Publicity

Creating and Launching Successful Online Campaigns

Steve O'Keefe

436 pages, parution le 20/02/2002


With an extremely crowded and competitive online marketplace, attracting and holding an audience is now more critical to a company's success than ever before. This sequel to Steve O'Keefe's bestselling classic Publicity on the Internet offers a step-by-step guide to creating and deploying online campaigns.

You'll find detailed instructions on how to plan, design, and implement your campaign effectively so you can dramatically increase traffic to your Web site. You'll also learn how to take advantage of current technologies and industry standards such as search engine optimization, email marketing, email merge software, and syndication and affiliate programs.

Throughout the book, you'll discover inspiring and instructive vignettes and case studies based on over 1,000 online campaigns that you can apply to your own company. Plus you'll gain key information on how to measure and analyze the results of your campaign.

The definitive resource for PR and marketing professionals, this book covers the latest tools including:

  • Direct email and newsletters
  • Streaming audio and video
  • Online seminars and workshops
  • Webcasting conferences and presentations
  • Using contests and sweepstakes
On the companion Web site you'll find:
  • customizable Word and HTML templates
  • weekly live discussion groups
  • valuable resource listings



Ch. 1 The Power of Internet Publicity 1
Ch. 2 E-Mail News Releases 13
Ch. 3 Online News Rooms 55
Ch. 4 Discussion Group Postings 95
Ch. 5 Newsletters and Direct Marketing 141
Ch. 6 Chat Tours 169
Ch. 7 Online Seminars and Workshops 219
Ch. 8 Web Site Registration and Linkage 267
Ch. 9 Contests and Other Fancy Promotions 311
Ch. 10 Syndicating Your Promotions 355
Ch. 11 Building an Online Publicity Operation 393

Appendix : Companion Web Site 421


Caractéristiques techniques

Éditeur(s) Wiley
Auteur(s) Steve O'Keefe
Parution 20/02/2002
Nb. de pages 436
Format 19 x 23,5
Couverture Broché
Poids 771g
Intérieur Noir et Blanc
EAN13 9780471105800


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