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Introduction | |
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About Al Bredenberg | |
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Marketing and the Internet Arena | |
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Understanding the Internet | |
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What Is the Internet? | |
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History of the Internet | |
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Discount Marketing Tactic: Access-Free Research on Internet Marketing | |
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Internet Services | |
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How Do People Access the Internet? | |
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The Future of the Internet | |
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The Internet Future: What the Marketer Needs to Think About | |
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Marketing and the Internet | |
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Gain Exposure Through Online Discussions | |
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Trends in Internet Marketing | |
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The Internet Market | |
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How Large Is the Internet Population? | |
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U.S. Internet Demographics: Mediamark CyberStats | |
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Additional Demographic Research | |
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Consumer Behavior and Usage Patterns | |
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Business-to-Business Marketing | |
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The Global Market | |
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Fundamentals of Marketing on the Internet | |
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Benefits of Internet Marketing | |
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Principles of Internet Marketing | |
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11 Common Pitfalls of Internet Marketing | |
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The World Wide Web as an Environment for Marketing | |
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Permission Marketing | |
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Viral Marketing | |
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Adjusting to New Marketing Paradigms | |
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Planning a Profitable Internet Effort | |
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Adapting and Repositioning for the Internet | |
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Your Company and the Internet | |
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Your Marketing Department | |
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Changes in Distribution Channels | |
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Forging New Alliances and Partnerships | |
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Working with Technology Professionals | |
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Identifying and Targeting Your Market on the Internet | |
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Defining Your Goals | |
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Maximizing Opportunities with Current Customers | |
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Increasing Market Share and Reaching New Markets | |
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Competitive Research | |
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Online Surveys | |
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Planning the Internet Marketing Effort | |
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Elements of the Marketing Plan | |
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The Marketing Plan and the Internet Dimension | |
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Developing an Internet Marketing Budget | |
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"We're Going to Have to Cut the Marketing Budget" | |
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Internet Marketing Budget Items | |
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Size and Allocation of Internet Marketing Budgets | |
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Adjusting to Changing Distribution Systems | |
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The Internet and Distribution | |
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Exploring Distribution Options | |
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Webifying Order Processing and Fulfillment | |
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Affiliate and Online Auction Programs | |
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Results-Oriented Internet Strategies | |
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End-to-End Electronic Distribution on the Net | |
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Types of Digital Products | |
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Digital Distribution Methods | |
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Developing Product Strategies for the Internet | |
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Elements of Product Strategy | |
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Effective Product Strategy on the Internet | |
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Internet Product Offerings | |
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Free Products | |
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Branding and Positioning on the Internet | |
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Branding | |
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Positioning | |
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Brand Management | |
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Types of Internet Brands | |
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Building a Brand on the Internet | |
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Analysis of Some Key Internet Brands | |
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Online Pricing Strategies | |
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Approaches to Internet Pricing | |
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The Pricing Process | |
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Discount Marketing Tactic: Make Your Price Sell! | |
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Constructing a Web Site with an Eye on the Bottom Line | |
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Web Content Strategies | |
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Planning Web Content | |
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Types of Web Content | |
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Producing Web Content | |
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Web Design Strategies | |
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The Site's Look and Feel | |
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Designing for Usability | |
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Building the Components of the Web Site | |
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Acquiring and Assembling Web Technology | |
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Development Methodology | |
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Web Servers | |
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Planning and Developing an E-commerce Operation | |
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Factors in Planning E-commerce | |
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Business Processes | |
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Creating an Online Catalog | |
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"Catalog" or "Storefront"? | |
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Major Components of a Web Store | |
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Business-to-Business E-commerce | |
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Special Considerations in the Business-to-Business Sector | |
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Transacting Business Electronically | |
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Business-to-Business Exchanges | |
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Adding Special E-commerce and Marketing Features | |
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Auctions | |
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Affiliate Programs | |
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Personalization | |
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Build-Your-Own Applications | |
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E-mail Notification System | |
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Content Exchange and Syndication | |
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Product Review Systems | |
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E-mail Response Management | |
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Building Audience and Sales on the Internet | |
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Advertising on the Web | |
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Web Advertising Strategy | |
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Types and Formats of Web Ads | |
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Banner Creation | |
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Media Buying | |
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Managing, Optimizing, and Measuring Web Ad Campaigns | |
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Using Special Internet Promotion Methods | |
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Special Promotions | |
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Search Engine Positioning | |
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Off-line Promotions | |
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Creating a Buzz with Internet Publicity | |
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Communicating with the Internet Press | |
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Creating and Distributing Press Releases by E-mail | |
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Web Linkage Campaigns | |
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Viral Marketing | |
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Viral Marketing: Word-of-Mouth Promotion Amplified Electronically | |
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Urban Legends and the Viral Effect | |
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Popular Phenomena on the Internet | |
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Concocting Viral-ness | |
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Permission-Based E-mail Marketing | |
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The Risks of E-mail Marketing | |
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Low-Risk E-mail Marketing Methods | |
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E-mail Publishing as a Marketing Tool | |
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E-mail Technology: List Hosting and Management | |
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Conducting Successful E-mail Marketing Campaigns | |
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Copywriting for Internet Marketing Communications | |
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Internet Copywriting Projects | |
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Creating Effective Copy for Internet Marketing Communications | |
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Working with a Copywriter | |
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Other Critical Marketing Applications of Internet Technology | |
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Strengthening Customer Relationships with CRM | |
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What Is CRM? | |
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How Do You Treat Your Customers? | |
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Webifying Your CRM | |
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Marketing on the Wireless Internet | |
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Making a Wireless Web That Works | |
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Possibilities for Marketers | |
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Preparing for Wireless Internet Marketing | |
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Index | |