Net results.2

Net Results.2 will teach you how to use the Internet to promote your company, build your online brand equity, generate sales leads, sell direct through online venues, buy or sell Web advertising, optimize Web site usability, and execute online marketing campaigns.

The authors of Net Resuits.2 have proven yet again that you can create a successful online marketing strategy with sound business fundamentals, a proven strategy, and a dynamic vision. Written by three of the pioneers of online marketing with over 20 years of collective online marketing experience, this comprehensive book reveals the proven strategies that the authors used to execute profitable online campaigns for such companies as America OnIine~ Barnes and Noble@; Gillette~ Bristol-Myers Squibb1 Home Depot IBM and American Express.

Rich in expert advice and real-world case studies, this unique book clearly instructs you on how tc, deploy an Internet game plan tc, increase your profitability and build brand equity online. Success online requires hard work, focus, and discipline. This book will help you get there faster and with fewer mistakes.

• Contents at a Glance
  
• Introduction
  
• Part 1 Get the Site RIght: Web Fundamentals
  
• 1 Return on Investment Goals
  
• 2 Web Value Propositions
  
• 3 Design Optimization
  
• Case Study 1.- GiftCertificates.com.- Refining Usability
  
• 4 Using Domain Names to Build Your Brand
  
• Part Il Audience Development
  
• 5 Find and Be Found: Strategies for Search Engines and Directories
  
• 6 Word of Web: Email, Permission, and Viral Marketing
  
• Case Study 2: Alkami BioSystems: Bootstrap Marketing for BioTéch
  
• 7 Building Online Audiences: Affinity Sites and Affiliate Programs
  
• Case Study 3: Small Business Depot: The Value of Good Company
  
• 8 Media Savoir-Faire: Public Relations for a Digital Age
  
• 9 Paid Media: Making Dollars and Sense with Web Advertising
  
• Appendix: Internet Resources
  
• Index