World Wide Web marketing: integrating the Web into your marketing strategy
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
1999
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | Wiley computer publishing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 392 S. Ill., graph. Darst. |
| ISBN: | 0471315613 |
Internformat
MARC
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| 250 | |a 2. ed. | ||
| 264 | 1 | |a New York [u.a.] |b Wiley |c 1999 | |
| 300 | |a XXIII, 392 S. |b Ill., graph. Darst. | ||
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| 650 | 4 | |a Internet (računalniško omrežje) - Elektronsko poslovanje - Prodajne tehnike - Priročniki | |
| 650 | 7 | |a Internet (računalniško omrežje) - Marketing - Priročniki |2 ssg | |
| 650 | 4 | |a Internet (računalniško omrežje) - Reklama - Potrošniški interesi - Priročniki | |
| 650 | 7 | |a Marketing - Internet (računalniško omrežje) - Priročniki |2 ssg | |
| 650 | 4 | |a Poslovanje - Elektronske storitve - Dostop - Priročniki | |
| 650 | 4 | |a Poslovanje - Računalniške komunikacije - Informacijska omrežja - Priročniki | |
| 650 | 4 | |a Potrošniki - Informacijska omrežja - Informacijski servisi - Priročniki | |
| 650 | 4 | |a Potrošniki - Storitvene dejavnosti - Dostop - Priročniki | |
| 650 | 4 | |a Računalniške mreže - Internet revolucija - Spletne strani - Priročniki | |
| 650 | 4 | |a Računalniške mreže - Marketinški procesi - Povratna informacija - Priročniki | |
| 650 | 4 | |a Računalništvo - Računalniška podpora - Online sistemi - Vodniki | |
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Datensatz im Suchindex
| _version_ | 1804127026821464064 |
|---|---|
| adam_text | Contents
Preface xv
Acknowledgments xvii
About the Author xix
Introduction xxi
Chapter 1: Introduction to the Internet and the Web—
An Executive Summary 1
Introduction to the World Wide Web 2
Using the World Wide Web for Marketing 2
Customer Service 5
The Keys to Successful Web Site Design 5
Navigation 5
Interactivity 6
Feedback 7
yalue Added Marketing 7
Attracting Attention 8
How Are We Doing? 8
Hath Not Thy Rose a Thorn? 9
Getting Started 9
Looking toward the Future 10
Chapter 2: Getting to Know the Internet 11
How the Internet Got Started H
How the Internet Works 14
viii Contents
Getting Data from Here to There 14
Non Web Tools on the Internet 16
E Mail 16
Newsgroups 17
Lists 17
Information Vending Machines 18
IRC, MUDDs, and MOOs 19
The Internet s Unbelievable Growth 20
How Many Computers? 21
How Many People? 21
The Impact of What You Can t Count 25
The Great Timesaver 26
The Great Money Saver 26
The Internet Culture of Giving 28
America Online and Other Online Services 28
Online Services as Access Providers 29
The Dark Side of the Net 30
Security 30
Chapter 3: Welcome to the World Wide Web 33
The Basics of How the Web Works 34
The Home Page 34
Viewing a Home Page 35
The Web as Entertainment 36
The Rise of Marketing on the World Wide Web 37
Building a Worthy Web Site 42
Engaging the Audience 42
Foot Traffic on Your Web Site 42
Value Added Marketing 44
Chapter 4: Using the World Wide Web for Marketing 45
Setting Realistic Goals 46
The Leading Edge Image 47
Public Relations 48
Letting Them Know 49
Filling Them In 50
Investor Relations 51
Customer Service 51
Prospect Qualification 52
Product Sales 52
Customer Interaction and Feedback 53
Contents ix
Internal Communications 54
Web Site Traffic as Its Own Reward 57
Chapter 5: Customer Service First 59
Customers Are Where the Money Is 59
Your Best Marketing Is Great Customer Service 60
Using E mail for Customer Service 60
Basic Training 61
Let s Be Careful Out There 61
Protect Yourself 63
Using Newsgroups for Customer Service 64
Using the World Wide Web for Customer Service 65
The Frequently Asked Questions (FAQ) Solution 65
The Special Question Opportunity 66
The Right Customer Service Information 67
Chapters: The Usable Web—Be Kind to Your Users 73
Large Graphics 75
Bad 76
Better 78
Best 79
Multimedia Must Add Value 81
Navigation in All Things 83
Page Size 83
Using the Title Bar as Placeholder 85
Using an Index 86
Using a Map 89
Using a Picture as a Map 90
Using Search Tools for Navigation 92
Think Like a Customer 100
Don t Lose Them to Another Site 107
Controlling the Action 111
The Home Page 113
Watch Your Language 124
Just Make It as Easy as Possible 124
Chapter 7: Interactivity Goes with the Flow 127
The Flow Construct 128
The Web as Time Sink 129
Putting Flow to Work 130
x Contents
The Technical Limitations 132
Interactive Examples 133
Give Them the Reins I35
Lend Them a Hand 136
Use Customer Language 139
Use the Power of the Computer 141
This Is Your Customer s Web Site, Not Yours 143
OChapter8: Feedback 145
The Demassification of the Market 146
The Survey Finds a New Form 147
Asking the Right Questions 148
Keeping It Simple 148
How Are We Doing? 150
Should We Be Doing This? 152
^ Going Whole Hog—Black Box 153
^K. A Survey That Hits Close to Home 156
f N^J Rethinking the Survey Process 159
__y The Conversational Survey 159
V/The Intermittent Survey 160
/ The Personal Survey 160
,. . / Buying Demographic Information 160
?/ Trading Knowledge for Information and Money 161
Making Them a Coconspirator 162
Closing the Feedback Loop 164
Respond Quickly 166
Respond Personally 167
Go the Extra Mile 167
Get Them to Talk to Each Other 169
If You Build It, They Will Bond 170
( . If You Don t Build It, They Will 171
Be Brave and Benefit 174
Keep an Open Mind and an Open Ear 175
O Chapter 9: Value Added Marketing—It s Personal 177
Make Your Site Fun 178
Make Your Site Interesting 181
Make Your Site Useful 185
Reveal Your Best Knowledge 185
Make Their Life Easier 186
Let Them Access Corporate Data 188
Finding Your Firm s Added Value 189
Contents xi
The Web Is a Personal Place 190
A Fine and Private Place 190
A Place of Personal Interest 191
Web Sites That Greet You by Name 192
Asking You What You Like 200
Divining You What You Like 201
Personalizing Well 205
Familiarity Breeds Contempt 206
A Little Knowledge Is a Dangerous Thing 206
. i^ Pigeon Holing Too Tightly 207
~ A A Fine Balance 208
^ ; The Right to Privacy 208
We Like Our Privacy 209
Expectations 212
Just Like Real Life 213
Permission Marketing 214
Privacy Solutions 218
Payback Time 225
Implementation Tips 225
A Good Resource 227
Summary 227
Chapter 10: Attracting Attention 229
Wait Until You re Ready 232
Traffic Expectations 233
Plan Future Announcements 234
Announcing in Newsgroups 234
Stay on Topic 235
The Penalty for Misbehavior 235
Newsgroup Participation and Signatures 238
The Announcement Newsgroups 239
Announcing on Lists 241
What s New Web Sites 243
Search Engines 244
It Wouldn t Be a Web without Spiders 244
Creating Spider Food 245
Spider Repellent 249
How Do You Rate? 249
Getting Noticed at All 252
Specific Search Engines 252
Don t Forget Your Signature 252
Make Them Show You the Money 253
Links from Others Sites 254
xli Contents
Beg a Link 254
Borrow a Link 255
Hired Help 255
Do It Yourself 258
Buy a link—Advertising Comes to the Web 258
Sponsor a Site 259
Banner Ads for Quick Clicks 261
TheOld FashionedWay 274
Be Prepared 276
* Chapter 11: Measuring Your Success 279
What Do You Count? 279
Measuring Hits 280
Hits Can Be Deceiving 280
How Valuable Is a Hit Anyway? 280
Measuring Specific Page Hits 281
Personal Cache Confusion 281
Institutional Cache Confusion 281
How Interested Were They? 282
Tracing the Path 282
Measuring Sessions 283
Measuring Individuals 283
Embedded URLs 284
Using Cookies 284
Will Our Mystery Guest Log In, Please? 284
Getting Help 285
A Good Book 286
Measuring Editorial Exposure 286
Measuring the Leads 287
Measuring the Sales Cycle 287
Measuring Revenues 288
Consumer Sales 288
Business to Business Sales 288
The Toughest Part Is Tracking 289
Make It as Simple as Possible 290
Feedback Received 292
Chapter 12: A Few Thorny Issues 295
Measuring the Market 295
Security 296
Channel Conflict 296
Territory 296
Contents xiil
International Pricing 297
~ International Trade Law 302
International Culture 302
Intellectual Property 304
Summary 306
Chapter 13: Where Do You Start? 307
Understand the Internet 307
Consider the Competition 308
Establish Your Goals 309
Secure a Connection 309
Round Up the Players 310
Design the Site 311
Establish Web Ownership 312
Format Ownership 314
Content Ownership 315
Technology Ownership 316
Process Ownership 316
Ownership Ownership 317
Get the Backing 317
Plan the Implementation 320
Price Out the Project 321
Begin the Content Collection 322
Get the Tools 323
Prototype and Test 323
Test the Technology 324
Test the Navigation 324
Test for Comprehension 325
Establish a Test Suite 325
Prepare the PR Plan 326
Create the Procedures 326
The Carrot and the Stick 327
Automate the Process 330
Ask the Right Questions 330
Launch 334
Act on the Feedback 334
Respond Quickly 334
Put Stock in the Suggestion Box 334
Chapter 14: Looking toward the Future 337
The Technology 338
High Speed Connectivity 34O
xiv Contents
Interfaces 340
XML 346
Applied Technology 347
The Interior Designer 348
Android Customer Support 349
The Future of Marketing 350
Intranet 350
Marketing Department Access 350
Extranet 353
Vortex 359
Incomprehensible Competition 361
Commoditization 364
Brand Is King 370
Customer Control 371
Make Your Mistakes Today 372
Appendix A: Electronic Frontier Foundation s Overall Privacy
Statement 375
Appendix B: URLs You Owe It to Yourself to Check Out 379
Index 381
|
| any_adam_object | 1 |
| author | Sterne, Jim 1955- |
| author_GND | (DE-588)128395478 |
| author_facet | Sterne, Jim 1955- |
| author_role | aut |
| author_sort | Sterne, Jim 1955- |
| author_variant | j s js |
| building | Verbundindex |
| bvnumber | BV012393682 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)438814066 (DE-599)BVBBV012393682 |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV012393682 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:26:48Z |
| institution | BVB |
| isbn | 0471315613 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008407087 |
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| series2 | Wiley computer publishing |
| spelling | Sterne, Jim 1955- Verfasser (DE-588)128395478 aut World Wide Web marketing integrating the Web into your marketing strategy Jim Sterne 2. ed. New York [u.a.] Wiley 1999 XXIII, 392 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Wiley computer publishing Internet (računalniško omrežje) - Elektronsko poslovanje - Prodajne tehnike - Priročniki Internet (računalniško omrežje) - Marketing - Priročniki ssg Internet (računalniško omrežje) - Reklama - Potrošniški interesi - Priročniki Marketing - Internet (računalniško omrežje) - Priročniki ssg Poslovanje - Elektronske storitve - Dostop - Priročniki Poslovanje - Računalniške komunikacije - Informacijska omrežja - Priročniki Potrošniki - Informacijska omrežja - Informacijski servisi - Priročniki Potrošniki - Storitvene dejavnosti - Dostop - Priročniki Računalniške mreže - Internet revolucija - Spletne strani - Priročniki Računalniške mreže - Marketinški procesi - Povratna informacija - Priročniki Računalništvo - Računalniška podpora - Online sistemi - Vodniki Svetovni splet - Marketinška strategija - Uporabnost - Priročniki ssg Internet marketing Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf World Wide Web (DE-588)4363898-3 gnd rswk-swf Marketing (DE-588)4037589-4 s World Wide Web (DE-588)4363898-3 s DE-604 Marketingstrategie (DE-588)4120697-6 s Mehrgleisiger Vertrieb (DE-588)4725388-5 s Online-Marketing (DE-588)7706419-7 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008407087&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sterne, Jim 1955- World Wide Web marketing integrating the Web into your marketing strategy Internet (računalniško omrežje) - Elektronsko poslovanje - Prodajne tehnike - Priročniki Internet (računalniško omrežje) - Marketing - Priročniki ssg Internet (računalniško omrežje) - Reklama - Potrošniški interesi - Priročniki Marketing - Internet (računalniško omrežje) - Priročniki ssg Poslovanje - Elektronske storitve - Dostop - Priročniki Poslovanje - Računalniške komunikacije - Informacijska omrežja - Priročniki Potrošniki - Informacijska omrežja - Informacijski servisi - Priročniki Potrošniki - Storitvene dejavnosti - Dostop - Priročniki Računalniške mreže - Internet revolucija - Spletne strani - Priročniki Računalniške mreže - Marketinški procesi - Povratna informacija - Priročniki Računalništvo - Računalniška podpora - Online sistemi - Vodniki Svetovni splet - Marketinška strategija - Uporabnost - Priročniki ssg Internet marketing Marketingstrategie (DE-588)4120697-6 gnd Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd World Wide Web (DE-588)4363898-3 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4725388-5 (DE-588)7706419-7 (DE-588)4037589-4 (DE-588)4363898-3 |
| title | World Wide Web marketing integrating the Web into your marketing strategy |
| title_auth | World Wide Web marketing integrating the Web into your marketing strategy |
| title_exact_search | World Wide Web marketing integrating the Web into your marketing strategy |
| title_full | World Wide Web marketing integrating the Web into your marketing strategy Jim Sterne |
| title_fullStr | World Wide Web marketing integrating the Web into your marketing strategy Jim Sterne |
| title_full_unstemmed | World Wide Web marketing integrating the Web into your marketing strategy Jim Sterne |
| title_short | World Wide Web marketing |
| title_sort | world wide web marketing integrating the web into your marketing strategy |
| title_sub | integrating the Web into your marketing strategy |
| topic | Internet (računalniško omrežje) - Elektronsko poslovanje - Prodajne tehnike - Priročniki Internet (računalniško omrežje) - Marketing - Priročniki ssg Internet (računalniško omrežje) - Reklama - Potrošniški interesi - Priročniki Marketing - Internet (računalniško omrežje) - Priročniki ssg Poslovanje - Elektronske storitve - Dostop - Priročniki Poslovanje - Računalniške komunikacije - Informacijska omrežja - Priročniki Potrošniki - Informacijska omrežja - Informacijski servisi - Priročniki Potrošniki - Storitvene dejavnosti - Dostop - Priročniki Računalniške mreže - Internet revolucija - Spletne strani - Priročniki Računalniške mreže - Marketinški procesi - Povratna informacija - Priročniki Računalništvo - Računalniška podpora - Online sistemi - Vodniki Svetovni splet - Marketinška strategija - Uporabnost - Priročniki ssg Internet marketing Marketingstrategie (DE-588)4120697-6 gnd Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd World Wide Web (DE-588)4363898-3 gnd |
| topic_facet | Internet (računalniško omrežje) - Elektronsko poslovanje - Prodajne tehnike - Priročniki Internet (računalniško omrežje) - Marketing - Priročniki Internet (računalniško omrežje) - Reklama - Potrošniški interesi - Priročniki Marketing - Internet (računalniško omrežje) - Priročniki Poslovanje - Elektronske storitve - Dostop - Priročniki Poslovanje - Računalniške komunikacije - Informacijska omrežja - Priročniki Potrošniki - Informacijska omrežja - Informacijski servisi - Priročniki Potrošniki - Storitvene dejavnosti - Dostop - Priročniki Računalniške mreže - Internet revolucija - Spletne strani - Priročniki Računalniške mreže - Marketinški procesi - Povratna informacija - Priročniki Računalništvo - Računalniška podpora - Online sistemi - Vodniki Svetovni splet - Marketinška strategija - Uporabnost - Priročniki Internet marketing Marketingstrategie Mehrgleisiger Vertrieb Online-Marketing Marketing World Wide Web |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008407087&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT sternejim worldwidewebmarketingintegratingthewebintoyourmarketingstrategy |