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World Wide Web Marketing : Integrating the Web into Your Marketing Strategy

By: Sterne, Jim.
Material type: TextTextSeries: eBooks on Demand.Publisher: Hoboken : Wiley, 2035Edition: 3rd ed.Description: 1 online resource (433 p.).ISBN: 9780471217442.Subject(s): Electronic books. -- local | Internet marketing | World Wide WebGenre/Form: Electronic books.Additional physical formats: Print version:: World Wide Web Marketing : Integrating the Web into Your Marketing StrategyDDC classification: 658.8/4 LOC classification: HF5415.I265.S742 2001ebOnline resources: Click here to view this ebook.
Contents:
""World Wide Web Marketing""; ""Contents""; ""Acknowledgments""; ""About the Author""; ""Introduction""; ""CHAPTER 1 Using the World Wide Web for Marketing�What Are You Trying to Accomplish?""; ""The Leading-Edge Image""; ""Prospect Qualification""; ""Product Sales""; ""Customer Service""; ""Customer Interaction and Feedback""; ""Internal Communications""; ""Web Site Traffic as Its Own Reward""; ""What Do Customers Want?""; ""Who Comes to Your Site?""; ""Figuring Out What Customers Want""; ""How Innovative Can You Be?""; ""What Your Budget Allows""; ""What Your Management Wants""
""CHAPTER 2 Customer Service First""""Customers Are Where the Money Is""; ""Your Best Marketing Is Great Customer Service""; ""Using E-Mail for Customer Service""; ""Basic Training""; ""Let�s Be Careful Out There""; ""Protect Yourself""; ""Doing It Right""; ""Using the World Wide Web for Customer Service""; ""The Frequently Asked Questions Solution""; ""The Special Question Opportunity""; ""The Right Customer Service Information""; ""Being Held Up to Ridicule""; ""Web Ridicule as a Business""; ""Live and in Person""; ""The Life-Time Value of a Customer""; ""Measuring LTV""
""The Real Bottom Line""""CHAPTER 3 The Usable Web�Be Kind to Your Users""; ""Your Web Site Is Not a Brochure""; ""Trash the Splash""; ""Trash the Flash Splash""; ""Starting in the Middle""; ""Large Graphics""; ""Multimedia Must Add Value""; ""Navigation in All Things""; ""The Basics of Navigation""; ""Nonstandards""; ""Search as Navigation Tools""; ""Don�t Lose Them to Another Site""; ""Controlling the Action""; ""The Home Page""; ""Learning from the Past""; ""Stepping into the Future""; ""Watch Your Language""; ""Just Make It as Easy as Possible""; ""Multiple Screen Sizes""
""Think Like a Customer""""CHAPTER 4 Interactivity Goes with the Flow""; ""The Flow Construct""; ""The Web as Time Sink""; ""Putting Flow to Work""; ""Interaction Holds Your Attention""; ""Lend Them a Hand""; ""Help Me Choose""; ""Don�t Drop the Ball""; ""Don�t Underestimate Your Clients""; ""Configure It Out""; ""Dell Lets You Decide""; ""Cobbler�s Clients""; ""Paper or Plastic?""; ""Lotion or Cream?""; ""Make Them Draw You a Picture""; ""Calculators for Hire""; ""CHAPTER 5 Selling Services""; ""Do You Sell Services?""; ""Are Services Really So Different?""; ""Branding a Service""
""Full Disclosure""""The Qualification Process""; ""Self Identification""; ""More Complex Services""; ""Customer Interaction Leads to Customer Satisfaction""; ""CHAPTER 6 Feedback""; ""The Demassification of the Market""; ""The Survey Finds a New Form""; ""Poll Position""; ""Keeping It Simple""; ""How Are We Doing?""; ""What Could We Be Doing Better?""; ""A Survey That Hits Close to Home""; ""Rethinking the Survey Process""; ""The Conversational Survey""; ""The Intermittent Survey""; ""The Personal Survey""; ""Ask the Right Questions""; ""Ask the Right Kinds of Questions""
""Convincing Customers to Cooperate""
Summary: ""Jim Sterne is one of the clearest thinkers around. He understands the ins and outs of Internet marketing. Buy his books and listen up!""-Seth Godin, author, Permission Marketing ""A classic in an industry where classics are rare. This is the most well-rounded tutorial on Web marketing ever written.""-Kristin Zhivago, Editor of Marketing Technology, Columnist for Marketing Computers, and President of Zhivago Marketing Partners, Inc. Introducing the latest edition of the most helpful guide to understanding the Web's vast potential as a marketing medium! World Wide Web Marketing Third Editio
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Item type Current location Call number URL Status Date due Barcode
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Online
HF5415.I265.S742 2001eb (Browse shelf) http://uttyler.eblib.com/patron/FullRecord.aspx?p=121313 Available EBL121313

""World Wide Web Marketing""; ""Contents""; ""Acknowledgments""; ""About the Author""; ""Introduction""; ""CHAPTER 1 Using the World Wide Web for Marketing�What Are You Trying to Accomplish?""; ""The Leading-Edge Image""; ""Prospect Qualification""; ""Product Sales""; ""Customer Service""; ""Customer Interaction and Feedback""; ""Internal Communications""; ""Web Site Traffic as Its Own Reward""; ""What Do Customers Want?""; ""Who Comes to Your Site?""; ""Figuring Out What Customers Want""; ""How Innovative Can You Be?""; ""What Your Budget Allows""; ""What Your Management Wants""

""CHAPTER 2 Customer Service First""""Customers Are Where the Money Is""; ""Your Best Marketing Is Great Customer Service""; ""Using E-Mail for Customer Service""; ""Basic Training""; ""Let�s Be Careful Out There""; ""Protect Yourself""; ""Doing It Right""; ""Using the World Wide Web for Customer Service""; ""The Frequently Asked Questions Solution""; ""The Special Question Opportunity""; ""The Right Customer Service Information""; ""Being Held Up to Ridicule""; ""Web Ridicule as a Business""; ""Live and in Person""; ""The Life-Time Value of a Customer""; ""Measuring LTV""

""The Real Bottom Line""""CHAPTER 3 The Usable Web�Be Kind to Your Users""; ""Your Web Site Is Not a Brochure""; ""Trash the Splash""; ""Trash the Flash Splash""; ""Starting in the Middle""; ""Large Graphics""; ""Multimedia Must Add Value""; ""Navigation in All Things""; ""The Basics of Navigation""; ""Nonstandards""; ""Search as Navigation Tools""; ""Don�t Lose Them to Another Site""; ""Controlling the Action""; ""The Home Page""; ""Learning from the Past""; ""Stepping into the Future""; ""Watch Your Language""; ""Just Make It as Easy as Possible""; ""Multiple Screen Sizes""

""Think Like a Customer""""CHAPTER 4 Interactivity Goes with the Flow""; ""The Flow Construct""; ""The Web as Time Sink""; ""Putting Flow to Work""; ""Interaction Holds Your Attention""; ""Lend Them a Hand""; ""Help Me Choose""; ""Don�t Drop the Ball""; ""Don�t Underestimate Your Clients""; ""Configure It Out""; ""Dell Lets You Decide""; ""Cobbler�s Clients""; ""Paper or Plastic?""; ""Lotion or Cream?""; ""Make Them Draw You a Picture""; ""Calculators for Hire""; ""CHAPTER 5 Selling Services""; ""Do You Sell Services?""; ""Are Services Really So Different?""; ""Branding a Service""

""Full Disclosure""""The Qualification Process""; ""Self Identification""; ""More Complex Services""; ""Customer Interaction Leads to Customer Satisfaction""; ""CHAPTER 6 Feedback""; ""The Demassification of the Market""; ""The Survey Finds a New Form""; ""Poll Position""; ""Keeping It Simple""; ""How Are We Doing?""; ""What Could We Be Doing Better?""; ""A Survey That Hits Close to Home""; ""Rethinking the Survey Process""; ""The Conversational Survey""; ""The Intermittent Survey""; ""The Personal Survey""; ""Ask the Right Questions""; ""Ask the Right Kinds of Questions""

""Convincing Customers to Cooperate""

""Jim Sterne is one of the clearest thinkers around. He understands the ins and outs of Internet marketing. Buy his books and listen up!""-Seth Godin, author, Permission Marketing ""A classic in an industry where classics are rare. This is the most well-rounded tutorial on Web marketing ever written.""-Kristin Zhivago, Editor of Marketing Technology, Columnist for Marketing Computers, and President of Zhivago Marketing Partners, Inc. Introducing the latest edition of the most helpful guide to understanding the Web's vast potential as a marketing medium! World Wide Web Marketing Third Editio

Description based upon print version of record.

Reviews provided by Syndetics

CHOICE Review

Sterne, cofounder of Target Marketing, has extensively revised his classic work in this third edition (2nd ed., 1999). Author of other books, e.g., What Makes People Click: Advertising on the Web (1997) and Customer Service on the Internet (2000), Sterne as usual focuses on how businesses can make the most of the Internet. This book is for individuals responsible for making the Internet work in their organizations. The 14 chapters are organized around establishing goals, creating new project ideas, and prioritizing; customer service; selling services and listening to customers; personalizing and making a site attractive to customers; measuring results (e-metrics); and predictions for the future of e-commerce. Readers interested in the subject may also want to consult or compare this volume with Susan Sweeney's 101 Ways to Promote Your Web Site (3rd ed., 2001), Joe Tracy's Web Marketing Applied (2000), Eloise Coupey's Marketing and the Internet (2001), and Larry Chase's Essential Business Tactics for the Net (2nd ed., 2001). This work is ideal for upper-level undergraduate and graduate students, faculty, and practitioners seeking Web integration strategies and applications. S. W. Husted Lynchburg College

Author notes provided by Syndetics

JIM STERNE has over fifteen years of marketing and sales experience. He is cofounder of Target Marketing, a firm specializing in creating Internet marketing strategies for businesses. He organized and hosted the world's first Internet marketing seminar series in 1994 and regularly speaks at industry conferences around the world.<br> <br> The companion Web site at www.wiley.com/compbooks/sterne includes a complete, live listing of all Web links in the book, as well as more of Sterne's writings.

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