One-to-One Web Marketing

Build a Relationship Marketing Strategy One Customer at a Time

Cliff Allen, Deborah Kania, Beth Yaeckel

351 pages, parution le 01/02/2001 (2^eme édition)

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Résumé

Imagine having the ability to target your marketing efforts to each and every one of your customers through personalized messages and promotions. Just think what you could do with the valuable information and insight into what makes each customer the most satisfied with your products and services. Find out how, in One-to-One Web Marketing. Written by leading experts in the field of Internet marketing, this book will help you create a one-to-one Web marketing strategy that will build and strengthen individual customer relationships. Focusing on a customer-service oriented approach to Web sites, the authors clearly explain how to use cutting-edge Web technologies such as personalization, customer relationship management, data mining, and reporting to tailor information to your customers. They also offer valuable lessons, tips, and guidelines on how to plan a successful one-to-one Web marketing initiative. And they'll help you make the best technology selections for your budget and goals. With this book, you'll discover the incredible opportunities that the combination of one-to-one and the Web bring to the Web marketer. A complete reference tool, the Second Edition:

Provides new checklists that will guide you through an evaluation of each one-to-one technology so that you can choose the best ones for your needs
Offers helpful templates and tools that make it easier for you to implement one-to-one Web marketing
Explains how different personalization systems work and when to use them
Examines community technologies such as chat, discussion lists, and personalized e-mail

Contents

Foreward
Introduction
1. One-to-One Web Marketing Overview
2. One-to-One Web Site Personalization
3. One-to-One E-mail
4. One-to-One Web Advertising and Promotion
5. One-to-One Web Community
6. One-to-One Web Data Analysis
7. One-to-One Web CRM
8. One-to-One Web Collaboration
9. One-to-One Web Privacy
10. One-to-One Web Marketing Future
Index

L'auteur - Cliff Allen

Cliff Allen is President of Guest Track, Inc., a personalization software company.

L'auteur - Deborah Kania

Deborah Kania is the chief marketer at Lens Express, a leading direct marketer of eyewear, and an experienced Web marketer.

L'auteur - Beth Yaeckel

Beth Yaeckel is Vice President of Product Development at SciQuest, an operator of e-marketplaces and supply chain solutions.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Cliff Allen, Deborah Kania, Beth Yaeckel
Parution	01/02/2001
Édition	2^eme édition
Nb. de pages	351
Format	19 x 23,2
Couverture	Broché
Poids	675g
Intérieur	Noir et Blanc
EAN13	9780471404002

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One-to-One Web Marketing

Résumé

L'auteur - Cliff Allen

L'auteur - Deborah Kania

L'auteur - Beth Yaeckel

Caractéristiques techniques

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