World wide web marketing

Integrating the web into your marketing strategy

Jim Sterne

410 pages, parution le 15/07/2001

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Résumé

Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including:
• Interactivity
• Affiliate marketing
• Using B2B technology to sell through resellers
• Wireless marketing
• eMetrics, or how to measure online marketing strategies
• Data mining techniques

Contents

Acknowledgments
About the Author
Introduction
Using the World Wide Web for Marketing - What Are You Trying to Accomplish?
Customer Service First
The Usable Web - Be Kind to Your Users
Interactivity Goes with the Flow
Selling Services
Feedback
Value-Added Marketing - It's Personal
Personalization - Getting to Know You
Professional Personalization - Extranets and Customer Relationship Management
Partner Relationship Management
Attracting Attention
Measure for Measure
Managing Your Site and Your Sanity
Looking toward the Future
Index

L'auteur - Jim Sterne

Jim Sterne

is a leading world expert on Internet marketing. He specializes in creating Internet marketing strategies for business. Sterne produced the worlds first seminar on Internet marketing in 1994 and is an internationally recognized speaker at industry conferences. Information about his company, Target Marketing of Santa Barbara, can be found at www.targeting.com.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Jim Sterne
Parution	15/07/2001
Nb. de pages	410
Format	19 x 23
Couverture	Broché
Poids	740g
Intérieur	Noir et Blanc
EAN13	9780471416210
ISBN13	978-0-471-41621-0