| Introduction |
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| Part 1 Why You Need to Market on the Internet |
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The Pot of Gold: The Internet Is Not a Fad and Why You Should Care |
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Discover why millions of people (including your customers) use the Internet. |
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Who's Out There and What Are They Doing? Profiles of Internet Users |
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23 | (18) |
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Learn details about Internet users that you can use to your marketing advantage. |
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41 | (20) |
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The basics of online marketing including branding and customer retention. |
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Marketing in Cyberspace: Unique Aspects of Internet Marketing |
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61 | (16) |
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Find out how this interactive medium offers some unique opportunities for effective marketing |
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| Part 2 Nuts and Bolts Internet Marketing |
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Integrating Real-World and Internet Marketing |
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79 | (18) |
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You already use marketing. Now learn how you can tie the real world efforts with online marketing. |
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Your Ad Strategy and Ad Placement |
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97 | (14) |
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Any marketing effort needs a good strategy to be effective. We'll show you how to create one! |
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Ad Creation: What Kind of Internet Ad Should You Use? |
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111 | (20) |
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Banner ads are only the beginning. Discover all the different types of Internet ads and how to create them. |
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The Role Search Engines and Directories Play |
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131 | (18) |
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From Excite to Yahoo!, search engines help customers find your company. Learn trade secrets for getting your company properly listed. |
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| Part 3 Making Your Action Plan Work |
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How to Measure the Effectiveness of Your Internet Strategy |
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151 | (16) |
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Numbers tell a story about how well your online marketing plan works. Learn which stats you need and how to get them. |
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How to Use (but Not Abuse) Email Marketing |
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167 | (24) |
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Don't SPAM me! Find out how to successfully use email marketing to gain new prospects and help existing customers. |
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Marketing with Newsgroups |
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191 | (16) |
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There are thousands and thousands of newsgroups. We'll tell you how to find and participate in the ones that can help your business. |
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Your Web Site Is a Marketing Tool |
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207 | (18) |
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After people get to your Web site, what do they do? Learn how to turn traffic into business! |
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| Part 4 Fine-Tuning: More Tactics for Success |
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225 | (58) |
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Money-Saving Marketing Tips |
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227 | (20) |
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Affiliate programs, customer loyalty compaigns, online coupons: There are lots of ways to leverage your online efforts to get new customers. |
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Precision, Targeted, One-to-One Marketing |
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247 | (16) |
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Discover how you can use databases to gather important information about your clients; then, give them targeted marketing messages. |
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The Value of a Virtual Community |
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263 | (20) |
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Communication, interaction, entertainment: What takes place online reflects what we do every day in the ``real world.'' |
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| Glossary |
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283 | (6) |
| Index |
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