Essential business tactics for the net: [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company]
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | German |
| Published: |
New York [u.a.]
Wiley Computer Publ.
1998
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| Series: | Wiley computer publishing
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXII, 296 S. Ill., graph. Darst. |
| ISBN: | 0471257222 |
Staff View
MARC
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| 245 | 1 | 0 | |a Essential business tactics for the net |b [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] |c Larry Chase with Nancy C. Hanger |
| 264 | 1 | |a New York [u.a.] |b Wiley Computer Publ. |c 1998 | |
| 300 | |a XXII, 296 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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Record in the Search Index
| _version_ | 1804126813973118976 |
|---|---|
| adam_text | CONTENTS
Acknowledgments xv
About the Author xvii
Introduction xlx
Part I Integrating the Internet Inside Your Company 1
Chapter 1 Cutting Costs Across Your Enterprise
How to Run a Tighter, More Competitive Ship 3
Optimizing Your Purchasing Power 3
Using the Internet to Clip Communication Costs:
Sending Faxes over the Net 4
Sending Your Voice over the Net: Internet Telephony 8
Sharing Documents on the Net in Real Time 11
Video on the Internet 12
Using the Net to Trim Travel Costs 14
Internet Auctions 17
Buying the Tools of Your Trade 18
A Business to Business Buying Standard in the Works 20
Customer Service Savings 20
I ll Have My Database Call Your Database 23
Query Tone 23
Distributed Databases 24
Strengthening Sales Support via the Internet 24
Distributed Printing 26
Resource Center 29
Chapter 2 Using the Net as a Resource
for Human Resources 33
How Jobs and Candidates Find Each Other on the Net 34
Vertical Recruiting 36
College Recruitment 37
Getting to Know You . . . Getting to Know All About You 39
This Is the Beginning of a Beautiful Relationship 39
In Defense of Executive Recruiters 40
o
Distributed Employment: Telecommuting to Work on the Net 44
Brain Power Management 45
Outsourcing on the Internet 46
Knowledge Cottage Labor 48
Relocating People 49
Distance Training/Learning 51
Shrink Rap 53
Resource Center 54
Chapter 3 Mining the Internet for All it s Worth 57
Search Strategy 58
Search Engines versus Directories 60
Hit a Bull s Eye with a Boolean Search 62
Filtering Agents 64
Sweet Spots for Information 65
Databases 65
Creating Your Own Database Gold Mine 67
Free Advice 68
Outstanding Free Content 70
Trade Publications 71
Soliciting Customer Input on the Net 72
Online versus Offline Data Gathering 73
Online Methods 74
Sampling Methods 76
Customer Feedback 76
Selected Sites to See 79
Financial Sites 79
Personal Mining 80
For Your Business 82
News 84
Legal 85
Internet 86
Statistics 88
Chapter 4 http://OO7 Spying on Your
Competitors and Yourself 91
Knowing Your Competitor s Shirt Size 91
Benchmarking 92
The Klingon Cloak: Anonymous Viewing 97
Look Who s Pointing at Your Rival 100
What s in a Name? 101
Using the Usenet and Listservs for Undercover Work 102
^^ CONTENTS
Touching Base with Databases 105
Spying for New Business 107
Spying on Yourself 108
Client Focus 113
On the Fly Focus Groups 114
Investment Investigations 115
Taking the Pulse of Your Competition 115
Customized Software 115
How to Protect Yourself from Your Competitors Sniffing You 117
Caution: Don t Get Carried Away While Carrying Out
Your Spy Mission 118
Part II Integrating the Internet Into Your Marketing 119
Chapter 5 Your Brand Image and the Internet 121
Your Personal Brand on the Net 122
Big Place, Small Place 122
Personal Branding Strategies 123
Getting Your Name Out There 123
No, But I Saw the Web Site 125
Respecting Your Tribe 126
Address for Success: What s in a Domain Name? 127
Be as Accessible as Possible 128
Protecting Your Domain 131
Your Company s Image and the Internet: Migrating
Your Current Company s Image Online 132
Marketing Professional Services on the Net 134
Starting a Brand Online 135
Online Intermediary Brands 137
Marketing to Yourself: When Should You? 139
When Shouldn t You Market to Yourself? 140
Building Brands with Online Communities 140
When Not to Create Communities 141
Web Page and Site Design and Your Image 142
Don t Fool Yourself with Fancy Graphics 142
Screen Real Estate 146
We Live in a Low Bandwidth World. Deal with It. 146
Buying Media on the Net 147
Search Engines 147
Content Sites 150
Growth of Advertising on the Web 151
Beyond Banners 151
CONTENTS ^^
Advertising Networks 152
Channels 153
Conclusion 154
Resource Center 155
Chapter 6 Retail: Setting Up Shop on the Net 157
Buying Habits Are Hard to Change, But They re Changing 157
What Stops Them from Buying Now? 159
What Will Make Them Buy Online? 161
Advertising: Your Web Site as a Storefront 166
Cyberbait 166
Contiguous Cannibalization 167
Search Engines Sending You Business 168
Taking Transactions Online, or Transactional Analysis 169
Getting an Online Merchant s Account 169
A Look Behind the Scenes from a Provider of Web Commerce 173
Micropayments 175
Bill Presentment 177
Designing for Retail 178
Catalogs and Shopping Carts 179
Merging Online and Offline Catalogs 180
Stretching Your Online Ad Dollars 181
Team Selling on the Net 182
Unintended Consequences 184
Resource Center 184
Chapter 7 Online Events, Promotions, and Attractions
How to Make a Scene and Draw Them In 187
One Big Event versus Many Small Ones 188
Periodic Promotions 191
Who, How, Where, What, and When to Promote 192
The Riddler Solves Some Riddles 193
Networking Promotions 195
Sweepstakes 195
Email as a Promotional Tool 197
Promotions for Professional Services 197
Talk Talk Talk 198
Community Events 199
Live People as Attractions on the Web 201
Now Showing at a Web Site Near You 202
Audio and Video in Promotions 203
Financial Incentives 204
^^ CONTSNTS
Auctions 205
Gambling on the Net 205
Creative Promotions 206
Resource Center 208
Chapter 8 Direct Marketing and Sales Support 211
How Net Marketing Is Like Traditional DM 212
Loyalty and Retention Programs 212
Acquisition and Prospecting Programs 213
WDFM Case History 214
DM Online Tracking Techniques: Tracking Results in
Minutes, Not Months 217
How Direct Marketing Copy Is Like Online Copy 218
The Limited Way a Brochure Is Like a Web Site 219
How Online Direct Marketing Differs from Offline DM 221
Brochures 221
Online versus Offline Tone 224
Online Mailing Lists versus Offline Mailing Lists 224
Make Your Own Mailing List 226
How Much for Mailing List Maintenance? 227
List Management 231
Piggybacking on Someone Else s Mailing List 231
Direct Marketing on the Web 234
Web Targeting Services 235
Online DM Database Mining 236
Search Engines from a DM Perspective 237
Online Direct Marketing Supporting Offline DM Efforts 240
Catalogs and the Net 242
Online Direct Marketing: A Threat or an Opportunity? 244
Resource Center 245
Chapter 9 Public Relations, the Internet Way 249
How to Get Noticed in a Cluttered Environment 250
Focus 250
Protocols for Interaction with Journalists Online 251
News Hooks, Cyberbait, and Outrageousness 252
Writing for the Net 254
A Sample Press Release 255
PR in a Many to Many Medium 258
Push Services 262
Point to Point PR 262
Event Public Relations 265
CONTENTS ^^
Where and How to Post Your PR 267
What s New and Search Engines 267
Human Posting 267
Usenet Newsgroups 268
Mailing Lists 269
Using PR Circuits 269
Trolling the Net for Information about Your Own Company 270
Anti PR Sites 273
Conclusion 273
Resource Center 274
Closing Tips 277
Afterword 279
Index 281
0^^ CONTENTS
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| any_adam_object | 1 |
| author | Chase, Larry 1953- Hanger, Nancy C. |
| author_GND | (DE-588)120479362 |
| author_facet | Chase, Larry 1953- Hanger, Nancy C. |
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| author_variant | l c lc n c h nc nch |
| building | Verbundindex |
| bvnumber | BV012197366 |
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| ctrlnum | (OCoLC)231772245 (DE-599)BVBBV012197366 |
| dewey-full | 658.8/00285/4678 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/00285/4678 |
| dewey-search | 658.8/00285/4678 |
| dewey-sort | 3658.8 3285 44678 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Informatik Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV012197366 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:23:25Z |
| institution | BVB |
| isbn | 0471257222 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008264923 |
| oclc_num | 231772245 |
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| owner_facet | DE-739 DE-12 DE-11 |
| physical | XXII, 296 S. Ill., graph. Darst. |
| publishDate | 1998 |
| publishDateSearch | 1998 |
| publishDateSort | 1998 |
| publisher | Wiley Computer Publ. |
| record_format | marc |
| series2 | Wiley computer publishing |
| spelling | Chase, Larry 1953- Verfasser (DE-588)120479362 aut Essential business tactics for the net [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] Larry Chase with Nancy C. Hanger New York [u.a.] Wiley Computer Publ. 1998 XXII, 296 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Wiley computer publishing Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s Electronic Commerce (DE-588)4592128-3 s DE-604 Hanger, Nancy C. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008264923&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Chase, Larry 1953- Hanger, Nancy C. Essential business tactics for the net [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] Electronic Commerce (DE-588)4592128-3 gnd Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)4592128-3 (DE-588)7706419-7 |
| title | Essential business tactics for the net [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] |
| title_auth | Essential business tactics for the net [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] |
| title_exact_search | Essential business tactics for the net [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] |
| title_full | Essential business tactics for the net [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] Larry Chase with Nancy C. Hanger |
| title_fullStr | Essential business tactics for the net [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] Larry Chase with Nancy C. Hanger |
| title_full_unstemmed | Essential business tactics for the net [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] Larry Chase with Nancy C. Hanger |
| title_short | Essential business tactics for the net |
| title_sort | essential business tactics for the net internet world increase productivity inside your company with the internet market more effectively to people outside your company |
| title_sub | [Internet world ; increase productivity inside your company with the Internet ; market more effectively to people outside your company] |
| topic | Electronic Commerce (DE-588)4592128-3 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Electronic Commerce Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008264923&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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