MARC Record from marc_nuls

LEADER: 05736cam 2200325Ia 4500
001 9920813320001661
005 20150423131827.0
008 991207s2000 nyua 001 0 eng d
010 $a 99075155
015 $aGBA0-48526
020 $a0071352414
035 $a(CSdNU)u86178-01national_inst
035 $a(OCoLC)42947852
035 $a(Sirsi) 01-AAJ-4037
040 $aORX$cORX$dGZQ$dUKM$dOrPss
090 $aHF5415.1265$b.C36 2000
100 1 $aCannon, Jeff.
245 10 $aMake your web site work for you :$bhow to convert your online content into profits /$cJeff Cannon.
246 14 $aMake your website work for you
260 $aNew York :$bMcGraw-Hill,$cc2000.
300 $axxviii, 208 p. :$bill. ;$c24 cm.
500 $aIncludes index.
500 $a"CommerceNet Press"-- T.p.
505 0 $aPreface: A Letter from Leo Burnett -- The Basics -- The Sales Cycle -- Need Realization -- Product Research -- Purchase Decision -- Purchase -- Product Use/Customer Service -- Repurchase Decision -- The Eight Rules of Effective Online Selling -- Relationships Sell Products -- Selling Starts Before a Customer Walks into a Store -- The Marketing Conversation Is Salesmanship Multiplied -- Profiting Through Targeting -- One Product, One Message -- Two-Way Communication Builds Relationships -- Consumers, Not Web Sites, Own the Internet -- On the Internet, Content Is King -- Why the Web? -- Traditional Advertising--An Inefficient Way to Close a Sale -- An Attractive Audience in a Growing Mass Medium -- Brand and Tactical Marketing with Sales Capabilities -- Advantages of Web Marketing Throughout the Sales Cycle -- Going Online in Brief -- The First Step to Going Online: Developing a Brand -- Defining the Product and the Audience to Sell -- Building a Consumer Relationship by Building a Brand -- Creating a Brand-Driven Campaign by Defining the Product -- Strategy -- Start with the Prospect, Not the Product -- Researching Your Competition Online -- How Good Is Your Competition? -- Is Your Audience on the Net? If so, Who Are They? -- Identify and Compare Consumer Benefits -- Building a Brand that Sells Your Audience, Not Your Product -- Developing the Brand--The First Step in Building a Relationship -- Focus, Focus, Focus -- Setting Goals and Objectives -- Building Online Content to Drive Your Business -- Why Branded Content Delivers a Better Message -- Consumers Respond to Content -- Branded Content Is Not Advertising -- Creating Branded Content to Which Your Customers Will Respond -- Identify Competitive Weaknesses and Find Partners to Exploit Them -- Quality Over Quantity -- Where to Build Branded Content -- Email/Newsletters -- Micro-site -- Sponsoring Content -- Web Site -- Factors in Developing Online Content -- Design and Graphics -- Navigation and Content Hierarchies -- Developing Content that Works -- How to Create the Content You Need -- Assessing Your Resources -- Choosing and Working with a Design Shop -- Creating a Community -- Starting a Community Pre-Launch -- Building a Community Post Launch -- Driving Traffic and Keeping It in Your Online Store -- Thinking Outside the Web Site Box -- Brand Driven, Results Oriented -- Extending the URL -- Reflect the Brand -- The Initial Steps in Marketing a Web Site -- Search Engine/Directory Placement -- Basic Rules to Announcing Your Site -- Metatags and Tricks -- Announcing Your Site in Newsgroups -- Email and Newsletter Lists -- Issuing a Press Release -- The Ongoing Marketing of a Site -- Basics of an Online Campaign -- General Rules to Online Advertising -- Places to Advertise -- Elements of an Online Advertising Campaign -- Advertisus Interuptus--Banner Advertising and Interstitials -- Content-Based Advertising -- Building Stickiness -- Enticements -- Linking -- Integrating the Elements into an Online Campaign -- Benchmarking and Goal Setting -- Tracking Advertising -- Combining Tools to Create a Campaign -- Building a Campaign -- Campaign Calendar -- Preparing Your Site to Profit -- Selling Advertising -- Banner Advertising -- Content-Based Advertising -- Successful Selling -- Preparing Your Site and Yourself for Advertising -- Finding Your Advertisers -- Ecommerce -- Creating a Sales Experience -- A Short Path to Purchase -- High Quality vs. Low Prices -- Building Trust Through Guarantees -- The Post Purchase Opportunity -- Subscriptions -- Research and Customer Service to Enhance Communications -- The How and Why of Research -- The Power of Databases -- What to Ask and How to Ask It -- A Pop-Up Solution -- An Ever-Changing Customer -- Building Research into the Content Development Process -- Research Tools -- Surveys and Questionnaires -- Contests and Sweepstakes -- Registration -- Feedback -- Email -- Cookies -- Focus Groups -- Customer Service to Enhance Communications -- Integrating Service into the Content -- Outbound/Inbound Customer Service -- Bikini.com--Developing a Brand in a Heavily Competitive Market -- Bluefly--Growth Through Strategic Parnerships -- FultonStreet.com--Service, Service, Service Beats Location, Location, Location -- TeranRealty.com--Expanding a Business by Building New Walls -- PaintingsDirect.com--Building Relationships to Sell Art -- Web Sites to List -- Third Party Services -- Online Audience Lifestyle and Consumer Behavior Summary -- Sample Barter Agreement -- Sweepstakes Official Rules -- Sponsorship Proposal Outline -- Co-Branded One-Sheet.
650 0 $aElectronic commerce.
650 0 $aInternet marketing.
650 0 $aInternet advertising.
650 0 $aProduct management.
948 $a07/31/2000$b07/31/2000
999 $aHF 5415.1265 C36 2000$wLC$c1$i31786101225677$d8/27/2012$e7/10/2008 $f3/19/2004$g1$lCIRCSTACKS$mNULS$n6$q1$rY$sY$tBOOK$u7/31/2000