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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 | |