"Jim Sterne is one of the clearest thinkers around. He understands the ins and outs of Internet marketing. Buy his books and listen up!"—Seth Godin, author, Permission Marketing"A classic in an industry where classics are rare. This is the most well-rounded tutorial on Web marketing ever written."—Kristin Zhivago, Editor of Marketing Technology, Columnist for Marketing Computers, and President of Zhivago Marketing Partners, Inc. Introducing the latest edition of the most helpful guide to understanding the Web's vast potential as a marketing medium! World Wide Web Marketing, Third Edition Online marketing guru Jim Sterne has updated his bestselling guide to help marketing, advertising, and publicity professionals keep pace with the rapid growth of the online marketing industry.
Completely revised and expanded to provide you with the latest tools and opportunities that exist on the Internet, this exceptional guide gives you the keys to understanding how to maximize your organization's Web marketing initiatives. You'll get an arsenal of online marketing tools and learn how to use them for your specific needs, whether for direct sales, reducing the cost of customer service, or creating and selling new services. Jim Sterne walks you through everything you need to know to succeed in today's competitive online world, including:
*Why Web navigation and interaction are important to your customers and your brand
*Identifying Web marketing goals, brainstorming new ideas, and prioritizing projects
*Online channel conflict and online channel convergence
*How to get as many people to visit your site as possible
*E-metrics—how to measure online marketing strategies
*Running a site from the business angle
Author Biography: Jim Sterne has over fifteen years of marketing and sales experience. He is cofounder of Target Marketing, a firm specializing in creating Internet marketing strategies for businesses. He organized and hosted the world's first Internet marketing seminar series in 1994 and regularly speaks at industry conferences around the world.
Chapter 1 Using the World Wide Web for Marketing - What Are You Trying to Accomplish?
Chapter 2 Customer Service First
Chapter 3 The Usable Web - Be Kind to Your Users
Chapter 4 Interactivity Goes with the Flow
Chapter 5 Selling Services
Chapter 6 Feedback
Chapter 7 Value-Added Marketing - It's Personal
Chapter 8 Personalization - Getting to Know You
Chapter 9 Professional Personalization - Extranets and Customer Relationship Management
Chapter 10 Partner Relationship Management
Chapter 11 Attracting Attention
Chapter 12 Measure for Measure
Chapter 13 Managing Your Site and Your Sanity 361
Chapter 14 Looking toward the Future 383
Index