MARC Record from marc_nuls

LEADER: 08806pam 2200313 a 4500
001 9920570860001661
005 20181012124838.0
008 010723s2001 enka 001 0 eng
010 $a 2001033011
015 $aGBA1-Y4001
019 $a47359189
020 $a0471416215
035 $a(CSdNU)u98661-01national_inst
035 $a(OCoLC)46651198
035 $a(Sirsi) 01-AAM-4211
040 $aUKM$cUKM$dBAL$dOrPss
090 4 $aHF5415.1265$b.S742 2001
100 1 $aSterne, Jim,$d1955-
245 10 $aWorld Wide Web marketing :$bintegrating the Web into your marketing strategy /$cJim Sterne.
250 $a3rd ed.
260 $aNew York :$aChichester :$bWiley Computer,$cc2001.
300 $axxii, 410 p. :$bill. ;$c24 cm.
500 $aPrevious ed.: 1999.
504 $aIncludes index.
505 0 $aUsing 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 -- 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 -- 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 -- 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 -- 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 -- 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 -- Finding Out Who They Are -- Trading Knowledge for Information and Money -- Make Them a Coconspirator -- Closing the Feedback Loop -- Respond Quickly -- Go the Extra Mile -- Get Them to Talk to Each Other -- If You Build It, They Will Bond -- If You Don't Build It, They Will -- Building Community -- Make Customers a Part of Your Team -- Value-Added Marketing--It's Personal -- Make Your Site Fun -- Make Your Site Interesting -- Make Your Site Useful -- Reveal Your Best Knowledge -- Make Their Life Easier -- Finding Your Firm's Added Value -- The Web Is a Personal Place -- A Fine and Private Place -- A Place of Personal Interest -- Make Your Web Site Interactive -- A Calculated Move -- Offline as Well as On -- Clicks and Bricks -- Personalization--Getting to Know You -- Identification through Segmentation -- Tech Specs -- Demographics -- Psychographics -- Recognition--Web Sites That Greet You by Name -- Asking Them What They Like -- Customization--Giving Them What They'd Like -- Localization -- International Trade Law -- International Culture -- Personalization--Divining What They Like -- Explicit Data -- Implicit Data -- Familiarity Breeds Contempt -- A Little Knowledge Is a Dangerous Thing -- Pigeonholing Too Tightly -- A Fine Balance -- Drastic Times Call for Drastic Tools -- Collaborative Filtering -- Serving Dynamic Content -- Building Business Rules -- Hand-Crafted Business Rules -- What Are These People Like, Really? -- Machine-Derived Rules -- The Right to Privacy -- We Like Our Privacy -- Expectations -- Just Like Real Life -- Privacy Solutions -- Trust for Sale -- Getting It Right -- Professional Personalization--Extranets and Customer Relationship Management -- Extranet--Your Own Store -- The National Semiconductor Purchasing Portal -- The Dell Extranet -- Getting Really Personal--Customer Relationship Management -- Touchpoints -- The CRM Promise -- The CRM Problem -- Countless Tools -- The Process--What Does It Take? -- Getting Really Personal--Putting People Back into the Mix -- Skin-Deep Beauty -- Personal Personalization -- CDW Pushes the Right Buttons -- Good Help Is Hard to Automate -- Personalizing What Matters -- Partner Relationship Management -- Direct Sales Becomes Possible -- Give Them the Information -- Give Them the Marketing Materials -- Give Them the Leads -- Territory -- Product Line -- Sale Size -- Round Robin -- Percent of Offline Sales -- Give Them the Tools -- Give Them the Sale -- Polaroid Gets the Picture -- HP Goes the Extra Mile -- Ace Hardware Aces It -- Get the Customer Intelligence in Return -- Replace Inventory with Information -- Replace Random Leads with Solid Prospects -- PRM Best Practices -- Attracting Attention -- Wait Until You're Ready -- Public Relations -- Letting Them Know -- Filling Them In -- Keeping Them Interested -- Announcing in Newsgroups -- Stay on Topic -- The Penalty for Misbehavior -- Newsgroup Participation and Signatures -- Announcing on Lists -- Search Engines -- It Wouldn't Be a Web without Spiders -- Creating Spider Food -- Where Do They Search? -- Make Them Show You the Money -- Links from Others' Sites -- Beg a Link -- Borrow a Link -- Hired Help -- Do It Yourself -- Buy a Link--Banner Ads -- Nobody Clicks on Banner Ads Anymore -- The Four Basic Business Models -- The Tariff -- Targeting -- Random Creative Tips -- Beyond the Banner -- Interstitials -- Shape Shifters -- Pay Per View -- Preemptive Advertising -- Brought to You By... -- E-Mail Marketing -- Permission Marketing: Opt-out versus Opt-in -- Quick Tips on E-Mail Masterpiece Making -- E-Newsletters -- Viral Marketing -- Offline Marketing -- Cat Scan -- Mall to Mall Competition -- Exchange, Vortex, E-Marketplace, Group Buying, e-Procurement, Trading Hub, Reverse Auction -- Integrated Marketing -- Measure for Measure -- Getting Them There in the First Place -- Reach -- Acquisition Cost -- Web Site Performance--The Need for Speed -- Clarity Counts -- Navigation Fascination -- Measuring Specific Page Views -- From Clickstream to Life Cycle -- Log Analysis Is Only the Beginning -- Abandonment -- Attrition -- Conversion -- The Softer Side of Assessment -- Measuring Searches -- Measuring Editorial Exposure -- Customer Satisfaction -- Reputation Management -- The Bottom Line -- Lifetime Value -- Competitive Benchmarking -- Action Adventure -- Managing Your Site and Your Sanity -- Format Ownership -- Content Ownership -- Technology Ownership -- Process Ownership -- Don't Bite Off More than You Can Chew -- Best Practices -- Vision Ownership -- Ownership Ownership -- Customer Experience Ownership -- Looking toward the Future -- Predictions -- Wile-Eyed Scenarios -- The Interior Designer -- Android Customer Support -- Are We There Yet? -- Every Computer Will Talk to Every Computer -- Everything Will Talk to Everything -- Everybody Will Talk to You via E-Mail -- Broadband Broadly Implemented -- Everything Is Wireless -- Everybody Will Partner with Everybody -- Feel the Difference, Smell the Coffee -- Body Scan -- Automated Comparison Shopping -- Thought Control--With the Shoe on the Other Foot -- Make Your Mistakes Today.
650 0 $aInternet marketing.
650 0 $aWorld Wide Web.
948 $a11/21/2001$b11/21/2001
999 $aHF 5415.1265 S742 2001$wLC$c1$i31786101659909$d11/16/2012$e6/23/2003$f3/19/2004$g1$lCIRCSTACKS$mNULS$n3$q3$rY$sY$tBOOK$u11/21/2001