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Zusatztext "Whether you are still planning a start-up or if you are hoping to bring your company's marketing efforts up to date! you will find that E-Marketing is an essential starting point." (Sales Director! January 2001)"This title will offer a valuable insight into the techniques that can be utilised to promote your business." (Internet Works! March 2001)"a useful starting point...comprehensive book....a great number of references to useful websites"... (Freelance Informer! October 2001)"...provides an articulate! straightforward introduction to marketing online. Its breadth of scope is impressive..." (Arts Professional! 10 February 2003) Informationen zum Autor SIMON COLLIN is a freelance columnist and an expert on all aspects of E-business. He is author of the Wiley Business-to-Business Bible and E-commerce books. Klappentext The internet provides one of the most effective marketing tools your company can use to promote your brand, service or products. It offers a whole range of new ways to reach both new and existing customers; support press enquiries; research campaigns; investigate new export markets; set up focus groups; get advice or discuss techniques with other professionals, or simply find the best place to buy balloons for your next product launch! The opportunities are endless but you need to know what you want to achieve and how to go about achieving it. In this comprehensive book Simon Collin provides all the latest information you need to understand and use the range of new tools available. He points out the pitfalls as well as highlighting the advantages of using the Internet. Whether you are still planning a start-up or if you're hoping to bring your marketing efforts up to date, you will find this book an essential starting point. E-marketing is packed with references to useful websites and each chapter covers a particular area of marketing and explains how it works on the Net. Zusammenfassung The opportunities are endless but you need to know what you want to achieve and how to go about achieving it. In this comprehensive book Simon Collin provides all the latest information you need to understand and use the range of new tools available. He points out the pitfalls as well as highlighting the advantages of using the Internet. Inhaltsverzeichnis 1 Marketing on the Internet 1 Direct marketing 2 Press relations 3 Websites 4 Advertising 4 Brand marketing 6 E-Commerce 6 Response 7 Focus groups 8 Search and research 8 Buying supplies 9 Advice 9 Strategy 10 Check the finances 11 Brand awareness 11 Direct marketing 11 Website 11 Advertise 12 Promote your website 12 Participate 12 Work with the press and the media 12 2 Internet branding 15 Move fast 15 Inventing a brand 18 3 Websites 19 Content and community 20 Website design 22 Using a web design company 25 Your address 27 How do you build it? 28 Advanced features 30 Adding a database to your site 31 Getting web space 32 4 Content 37 Licensing content 40 Multilingual considerations 41 Discussion groups 42 Guest books 44 Link directories 45 Databases 45 Newsletters and mailing lists 46 Maps 48 Chat servers 49 Calendars 51 Feedback forms 51 5 Promoting your site 53 The search engines 54 Make your site search-engine friendly 56 Submit your site to search engines 57 Online review and what's new listings 59 Reciprocal links 61 Promote your website 62 6 Advertising on the web 65 Web vs print media 66 The cost of advertising 67 Conversation rates 68 ...
