Web advertising and marketing:
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Rocklin, Calif.
Prima Publ.
1996
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIV, 490 S. |
| ISBN: | 0761503838 |
Staff View
MARC
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| 100 | 1 | |a Testerman, Joshua O. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Web advertising and marketing |c Joshua O. Testerman ; Thomas J. Kuegler ; Paul J. Dowling |
| 264 | 1 | |a Rocklin, Calif. |b Prima Publ. |c 1996 | |
| 300 | |a XIV, 490 S. | ||
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| 650 | 7 | |a Internet |2 ram | |
| 650 | 7 | |a Marketing |2 ram | |
| 650 | 7 | |a Web |2 ram | |
| 650 | 4 | |a Internet | |
| 650 | 4 | |a Internet advertising | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a World Wide Web | |
| 700 | 1 | |a Kuegler, Thomas J. |e Verfasser |4 aut | |
| 700 | 1 | |a Dowling, Paul J. |e Verfasser |4 aut | |
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Record in the Search Index
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| adam_text | Acknowledgments ix
Introduction xi
H INFORMATION SUPERHIGHWAY? 1
In the Beginning: A Brief History of the Internet 2
Nuts and Bolts of the Internet 4
Birth of The Web 7
Q THE FIVE Ws OF WEB MARKETING 13
What Is Web Marketing? 14
Who Can Benefit From Web Marketing? 19
Why Should I Invest in Web Marketing? 31
When s the Best Time to Go Online? 32
Where Do I Go to Make All This Happen? 34
Q STRAIGHT TALK ABOUT WEB MARKETING:
™ MYTHS ANP FACTS 37
Yes, You Can! (Make Money, That Is) 38
It s a Big World—Or Is It? 42
Knock Knock, Who s There?—Demographics of the Net 45
The Internet vs. Private Networks 50
Open 24 Hours 56
The Final Frontier (Big Fish, Little Fish?) 58
It s Okay to Market on the Internet 60
Bad Neighborhoods: Security on the Web 61
The Truth About HTML 62
WM
Q INTERNET PSYCHOLOGY:
^ UNDERSTANDING THE INTERNET MIND 71
The Makings of a Society 72
The First Amendment 75
Instant Gratification 78
Newbies 82
To Click or Not to Click 83
Predicting What Will Be Popular 86
Trends and Predictions 90
Q DEVELOPING THE CAME PLAN:
WEB MARKETING STRATEGIES 93
Choosing Your Strategy 94
Let Your Images Do the Selling 96
Something for Nothing 104
Online Storefronts Ill
Target Marketing 113
Build Rapport With Your Surfers 115
Q DO s AND DON Ts OF WEB MARKETING 121
Do: Look Before You Leap 122
Do: Give, Give, Give 123
Don t: Offend the Natives 125
Do: Cater to the Masses 131
Don t: Go Online Before It s Time 139
Do: Encourage Employee Input 141
Do: Be Innovative 146
Don t: Overdo It 148
Do: Be Dynamic 148
Q BEFORE YOU BEGIN 159
Choosing a Design Style 160
Maintaining Consistency 165
Corporate Preparations 170
Following Conventional Marketing Design Principles 178
Do It Yourself vs. Outsourcing 183
R MIGRATING TO ELECTRONIC PUBLISHING 199
Redesign Existing Marketing Strategies for the Web 202
Who Has Made the Transition? 204
Internal Uses of the Web 215
Convincing Your Staff to Move to the Web 217
X Qj ATTRACTING CUSTOMERS 221
IfYou Build It, Will They Come? 223
Value Added Marketing 238
Will They Shop? 243
X D3 WEB SPONSORSHIP 247
All the Hits, All the Time 248
Being Cool on a Browser Site Directory 251
Targeting Your Market with Search Engines 257
Demanding More 262
The Cost of Web Advertising 263
Multiple Presences 266
HI OTHER USES OF THE NET 271
Other Ways the Web Can Help Your Business 272
Non Web Related Tools 284
Q WHAT WILL THIS COST? 295
The Costs of Making Your Site Run 296
The Costs of Not Making a Move 312
Q SECURITY ISSUES 315
Hack the Planet 316
Don t Pass the Password 317
Give Me the Bad News First 318
Okay, Let s Hear the Good News 328
Types of Security 344
Which Security Method Is Right for You? 351
Q PASS I NO THE BUCK: GETTING PAID ON THE WEB 355
The Online Business Boom 356
Taking the Order— Will That Be Paper or Plastic? 358
Payment Options 359
Establishing Payment Standards 370
Online Banks 372
Secure Third Parties 376
Handling Foreign Orders 378
Account Holder Not Present—Fraud and Charge Back Issues.... 379
|Q THE INTERNET AND THE LAW 383
The Central Legal Issue On the Net: Copyright 384
Am I Allowed To Say or Do This? 388
The Truth, the Whole Truth, and Nothing But the Truth 390
Uncle Sam s Share 392
Hackers 393
Can We Get This In or Out of the Country? 395
Government Views and Precedence 396
B3 thecareandfeed|ncofyourwebs|te 4o1
Tracking Web Traffic 402
Instant Market Research 413
User Registration 421
Keeping up with New Web Technologies 430
Keeping up with New Marketing Ideas 431
Expanding Your Markets 433
The Constant Battle 438
Q WHATTHE FUTURE HOLDS 439
The Future of Internet Technology 440
The Future of Web Technology 441
The Web Yellow Pages 444
The Web as a Sales Medium 445
The Future of User Registration 446
The Future of Internet Security 447
The Future of Web Advertising and Marketing 449
Five Hurdles 454
The Not So Near Future 455
Your Future on the Web 455
APPENDIX A MARKETING THE Wl DC ETON
THE WORLD WIDE WEB 457
APPENDIX B ONLINE RESOURCES 469
Glossary 475
Index 483
|
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| author | Testerman, Joshua O. Kuegler, Thomas J. Dowling, Paul J. |
| author_facet | Testerman, Joshua O. Kuegler, Thomas J. Dowling, Paul J. |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.84 |
| dewey-search | 658.84 |
| dewey-sort | 3658.84 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV012001285 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:19:57Z |
| institution | BVB |
| isbn | 0761503838 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008120759 |
| oclc_num | 34480175 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM |
| owner_facet | DE-19 DE-BY-UBM |
| physical | XIV, 490 S. |
| publishDate | 1996 |
| publishDateSearch | 1996 |
| publishDateSort | 1996 |
| publisher | Prima Publ. |
| record_format | marc |
| spelling | Testerman, Joshua O. Verfasser aut Web advertising and marketing Joshua O. Testerman ; Thomas J. Kuegler ; Paul J. Dowling Rocklin, Calif. Prima Publ. 1996 XIV, 490 S. txt rdacontent n rdamedia nc rdacarrier Internet ram Marketing ram Web ram Internet Internet advertising Internet marketing World Wide Web Kuegler, Thomas J. Verfasser aut Dowling, Paul J. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008120759&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Testerman, Joshua O. Kuegler, Thomas J. Dowling, Paul J. Web advertising and marketing Internet ram Marketing ram Web ram Internet Internet advertising Internet marketing World Wide Web |
| title | Web advertising and marketing |
| title_auth | Web advertising and marketing |
| title_exact_search | Web advertising and marketing |
| title_full | Web advertising and marketing Joshua O. Testerman ; Thomas J. Kuegler ; Paul J. Dowling |
| title_fullStr | Web advertising and marketing Joshua O. Testerman ; Thomas J. Kuegler ; Paul J. Dowling |
| title_full_unstemmed | Web advertising and marketing Joshua O. Testerman ; Thomas J. Kuegler ; Paul J. Dowling |
| title_short | Web advertising and marketing |
| title_sort | web advertising and marketing |
| topic | Internet ram Marketing ram Web ram Internet Internet advertising Internet marketing World Wide Web |
| topic_facet | Internet Marketing Web Internet advertising Internet marketing World Wide Web |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008120759&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT testermanjoshuao webadvertisingandmarketing AT kueglerthomasj webadvertisingandmarketing AT dowlingpaulj webadvertisingandmarketing |