Essential business tactics for the net

The founder of the first online ad agency, Larry Chase was developing successful Internet business, marketing, and sales strategies long before most people bad ever beard the word "cyberspace." la his new book, Chase reveals insider's secrets and tips, garnered from his own experiences and those of his clients, on how to exploit the Net for &Il It's worth. You'll be armed with au arsenal of strategies and tactics that will keep you one step ahead of your competitors.

You'll learn how to use the Net to:

Increase purchasing power and reduce operating costs

Find free information that other people pay for

Conduct competitive reconnaissance missions

Test new products, services, and ideas while developing your brand

Prospect for new business and create instant, inbound leads

Build new markets for your products and services

Design and implement direct marketing, sales, and PR strategies

Contents

• Introduction
• Part One Intergrating the Internet Inside Your Company
• Chapter 1 Cutting Cost across Your Entreprise : How To Run a Tighter, More Competitive Ship
• Chapter 2 Using the Net as a Resource for Human Resources
• Chapter 3 Mining the Internet for All it's Worth
• Chapter 4 http : //007 : Sying on Your Competitors and Yourself
• Part Two Integrating the Internet Into Your Marketing
• Chapter 5 Your Brand Image and the Internet
• Chapter 6 Retail : Setting Up Shop on the Net
• Chapter 7 Online Events, Promotions, and Attractions : How to Make a "Scence" and Draw Them In
• Chapter 8 Direct Marketing and Sales Support
• Chapter 9 Public Relations, the Internet Way
• Essential Tips for Surviving the Dot-Com Fallout
• Afterword
• Index