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Going beyond creating Web marketing plans, this essential guide fully explores different online content types, how to maximize each content type, how to incorporate traditional offline tactics to execute a successful Web marketing plan, and how to interpret and analyze results.
Table des matières
Introduction.
Part I: Getting Going with Online Marketing.
Chapter 1: Taking Your Marketing to the Web.
Chapter 2: Planning for Web Marketing.
Chapter 3: Taking the First Steps to Your Online Presence.
Part II: Building a Marketing-Effective Web Site.
Chapter 4: Producing a Successful Business Web Site.
Chapter 5: Creating a Marketing-Effective Storefront.
Chapter 6: Pulling Repeat Visitors with Onsite Marketing Techniques.
Part III: Exploring Online Marketing Basics.
Chapter 7: Mastering the Secrets of Search Engines.
Chapter 8: Marketing with Online Buzz.
Chapter 9: The Art of E-Mail Marketing.
Chapter 10: Expanding Your Web Presence.
Part IV: Spending Online Marketing Dollars.
Chapter 11: Marketing with Pay Per Click Ads.
Chapter 12: Marketing with Paid Online Advertising.
Chapter 13: Capturing Customers with New Technology.
Part V: Maximizing Your Web Success.
Chapter 14: Improving Results with Web Analytics.
Chapter 15: Staying Out of Legal Trouble.
Chapter 16: The Keys to Maintaining Your Web Presence.
Part VI: The Part of Tens.
Chapter 17: Ten Free Ways to Market Your Web Site.
Chapter 18: The Ten Most Common Mistakes of Web Marketing.
Chapter 19: Ten Tips for Tired Sites.
Index.
