| Foreword | |
| Preface | |
| Introduction: What is E-Market Dominance? | p. 1 |
| It is No Longer Beyond You | p. 6 |
| It could be you | p. 7 |
| What is happening out there? | p. 9 |
| Dominance is the only game in town | p. 10 |
| International trends | p. 17 |
| Essential questions for every business | p. 18 |
| A conversation with a consultant | p. 22 |
| Things Don't Work Like They Used to | p. 29 |
| Before we go too far | p. 29 |
| But surely a business needs to advertise? | p. 33 |
| The key steps to successful sensible-budget advertising | p. 33 |
| Test is an important four-letter word | p. 37 |
| So what is different if you advertise on the internet? | p. 41 |
| Sit right down and write yourself a letter | p. 42 |
| Ring in the new, but keep the old bell in tune | p. 51 |
| Customize or Die | p. 54 |
| Customization | p. 54 |
| Stages in customization | p. 57 |
| Collecting customer information | p. 60 |
| Customer retention | p. 63 |
| The First Step of the Rest of Your Journey | p. 68 |
| What old-world marketing teaches us | p. 69 |
| Test is still a four-letter word | p. 72 |
| Thinking the right way | p. 74 |
| E-business corporate analysis | p. 78 |
| The Loyal Customer | p. 84 |
| Loyalty is dead, long live loyalty | p. 84 |
| There is a cycle of disloyalty | p. 85 |
| Where do your vital strengths lie? | p. 87 |
| Life-time value | p. 90 |
| The Loyalty Spiral | p. 92 |
| Grow your business | p. 93 |
| Customer delight questionnaire | p. 94 |
| Productivity soars | p. 99 |
| Measurement | p. 104 |
| The loyalty merry-go-round | p. 105 |
| What about that other market? | p. 106 |
| How to Use E-Mail to Develop Sales and Profits | p. 109 |
| The Age of Information ... and then some | p. 110 |
| Letters | p. 111 |
| Telephone | p. 111 |
| Fax | p. 113 |
| E-mail | p. 113 |
| Data protection | p. 119 |
| Designing an Effective Marketing Website | p. 122 |
| Appearance | p. 123 |
| Build | p. 125 |
| Compatibility | p. 127 |
| Performance | p. 128 |
| Search engine friendliness | p. 129 |
| Adding facilities to your site | p. 131 |
| Website Positioning | p. 133 |
| Factors to consider in positioning your business | p. 134 |
| How to increase the numbers of customer visits | p. 139 |
| The importance of the search engines | p. 139 |
| The major search engines | p. 140 |
| Let's get to the bottom of these Web pages | p. 145 |
| Keywords | p. 147 |
| Ready, steady ... | p. 151 |
| Beware pagejacking | p. 151 |
| Monitor your Progress | p. 153 |
| Terminology | p. 153 |
| Tracking software | p. 155 |
| Strong Allies | p. 159 |
| The second leg of E-Market Dominance | p. 159 |
| Why this leg of E-Market Dominance works | p. 161 |
| Finding strategic partners | p. 163 |
| So you want to benefit? | p. 166 |
| Hosting | p. 168 |
| The words if not the music | p. 169 |
| A brief summary of E-Market Dominance | p. 170 |
| Pricing Strategies for Success | p. 172 |
| The more things change, the more they remain the same | p. 172 |
| There are many ways to set a price | p. 175 |
| Never lose sight of the objectives | p. 179 |
| Tomorrow the World | p. 181 |
| Cultures and individuals | p. 181 |
| Who is ready? | p. 186 |
| Successful global entrepreneuring | p. 188 |
| Measuring your success | p. 189 |
| Psychology is Still about People | p. 193 |
| The psychology of cyberspace | p. 193 |
| Is the online customer a different sort of animal? | p. 194 |
| People still read | p. 196 |
| Lost in space | p. 196 |
| The psychology of e-mail | p. 198 |
| Buyer thinking | p. 205 |
| The future | p. 204 |
| Conclusion: The Shape of Things to Come | p. 206 |
| Stop Press: Up-Date February 2001 | p. 209 |
| Useful Websites and Newsgroups | p. 206 |
| Glossary of Terms | p. 231 |
| Index | p. 251 |
| Table of Contents provided by Blackwell. All Rights Reserved. |