Marketing on the Internet: [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...]
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
1997
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXI, 428 S. Ill. |
| ISBN: | 0471165042 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV012868419 | ||
| 003 | DE-604 | ||
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| 007 | t | ||
| 008 | 991122s1997 a||| |||| 00||| eng d | ||
| 020 | |a 0471165042 |9 0-471-16504-2 | ||
| 035 | |a (OCoLC)634403831 | ||
| 035 | |a (DE-599)BVBBV012868419 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-523 |a DE-11 | ||
| 084 | |a QP 650 |0 (DE-625)141922: |2 rvk | ||
| 100 | 1 | |a Ellsworth, Jill H. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing on the Internet |b [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] |c Jill H. Ellsworth ; Matthew V. Ellsworth |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a New York [u.a.] |b Wiley |c 1997 | |
| 300 | |a XXXI, 428 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Online-Marketing |0 (DE-588)7706419-7 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Ellsworth, Matthew V. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008757624&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-008757624 | ||
Datensatz im Suchindex
| _version_ | 1804127551686180864 |
|---|---|
| adam_text | Contents
Acknowledgments xv
Introduction xvii
Part I Leveraging the Web for Marketing—A Preview 1
Chapter 1 Internet Overview 3
y What is the World Wide Web (the Web )? 4
How Big Is the Internet? 5
Who Is Really on the Internet? 6
Who Owns the Internet and the Web? 13
From Here ... 14
Chapter 2 Marketing on the Internet: The Big Picture 15
What Is Working Out There Anyhow? 15
CDnow 15
Cybergrrl 17
Book Stacks Unlimited 18
Clorox 19
PC Foods 20
What Is the Nature of the Medium for Marketing? 21
Internet Culture: When in Rome, Do as the Romans Do 21
What s the Buzz? Marketing Issues Raised by the Medium 22
Marketing to the Internet 22
Marketing Through Information 23
Marketing to the Techno Gadgeteer 23
V
vi Contents
Marketing to the Online Denizens 24
Marketing to the World 24
Marketing to the Niche 25
Internet Marketing Hazards 26
New Technologies and How to Utilize Them 26
From Here ... 27
PART II Successful Marketing on the Internet 29
CHAPTER 3 The World Wide Web—Using It for Business 31
A Quick Web Tour 33
HTML, HTTP, and Multimedia—the Foundations of the Web 36
HyperText Markup Language (HTML) 37
HyperText Transfer Protocol (HTTP) 40
Uniform Resource Locators (URLs) 40
Web Searching 42
Getting More Information About the Web 42
Using the Web for Business—Becoming Part of the Web 42
Communication—Internal and External 43
Information Management and Distribution 43
Customer Service and Technical Assistance 46
Presenting a Good Public Image 49
Cost Containment 51
Using the Web for Marketing and Sales 51
Public Relations 53
Press Releases 53
Corporate Sponsorship 54
Direct Sales 55
Online Ordering 56
Marketing Research 56
From Here ... 60
Chapter 4 Effective WWW Marketing—An Integrated Approach 61
Internet and Web Demographics 62
Web Marketing—Getting Them Hooked 63
Levels of Web Marketing Engagement 64
HotWired 65
Time Inc. s Pathfinder 67
Contents vli
Value Added Web Sites 70
Downtown Anywhere 70
EUnet 73
Quadralay Corporation 74
| Integrating Your Web Marketing 76
Discussion Lists 76
| Usenet Newsgroups 77
1 Mail Servers and E mail 77
Sig Files 78
Announcements 79
i FAQs 79
FTP and Gopher 80
Plan or Profile Files—Using Finger 80
World Wide Web Service Providers 81
Making Your Page Visible on the Web 83
Directories 83
Search Engine Registrations 85
Other Traffic and Visibility Builders 86
Advertising on the Net 87
Promoting Web Sites with Other Media 89
Corporate Identity and Your Web Site 89
How Do We Know It s Working? Measuring Success 90
Return on Investment 90
Indicators of Marketing Success 91
From Here ... 92
Chapter 5 Caution, Security, and Customs of the Natives—
A Cautionary Tale 93
Acceptable Use 93
Advertising vs. Marketing on the Web 94
Security 95
Authentication and Secure Transactions 95
Site Security 101
Legal Issues . 105
Copyrights 105
Trademarks 106
Globalization and Contests 106
Advertising 106
Privacy Issues 107
viii Contents
Resources 108
The Internet Engineering Task Force (IETF) 108
The Security for Businesses on the Internet Site 109
The GNN Personal Finance Center 110
The Advertising Law Internet Site 110
Usenet Newsgroups and Discussion Lists 110
From Here ... Ill
PART III Constructing Effective Web Sites 113
Chapter 6 Preparing HTML Documents for the World Wide Web 115
Preparing a Very Simple Document 115
Adding HTML Features for New and Legacy Browsers 121
Combining Formatting Features 128
Linking Documents 129
Local Links 131
Remote Links 134
Adding HTML Style and Appearance Features 137
Font Sizes and Styles 137
Inline Images 138
External Images 140
A Look at a Finished Homepage 141
Online Resources for Learning HTML 145
Software Assistance in HTML Authoring 145
From Here... 147
Chapter 7 Adding Graphics, Sound, Databases, Action,
and Interactivity to a Web Site 149
Graphics 150
Making Picture and Graphics Files 151
Processing Files 153
Converting Files 155
Presentation Variations 156
Creating Multiple Links from One Image 158
Sound 159
Creating Sound Files 160
Continuous Feed Sound 161
Action! 162
Movies 162
Contents ix
Java/JavaScript 164
Animated GIFs 165
Databases 167
Existing Databases 168
Offering Your Own Database 168
Input Forms 170
Frames 170
From Here .. . 171
Chapter 8 Homepages That Work: Best Practices for Marketing 173
Good Practices 174
Some Quick Authoring Tips 174
HTML Design Considerations 17 A
Writing Styles 176
Document Size Considerations 77
Images 178
Dealing with Web Browser Variations 178
Text vs. GUI; GUI with Images Turned Off 181
Paying Attention to the Page Visitor 182
Jumping In and Navigating 182
Menu and Tree Structures 185
Okay, What About Java, ShockWave, and RealAudio? 186
Using Forms Successfully 188
Using the META HTML Tag for Marketing Success 188
Successful Business Web Sites 189
From Here ... 191
hPART IV Online Resources for Internet Marketing 193
Chapter 9 Power Searching the Web 195
Web Catalogs 196
Yahoo 196
Galaxy 198
Xplcre 198
Search Engines 199
Boolean Searches 200
AltaVista 202
Hotbtt 203
WebCrawler 204
x Contents
Synergistic Search Systems 205
search.com 205
Savvy Search 206
A2Z 207
Excite 208
Register, Register, Register 210
From Here ... 210
Chapter 10 Important World Wide Web Resources and
Sites Supporting Internet Marketing 211
Helpful Web Resources 212
W3 212
Washington and Lee University Netlink 218
Yahoo! A Guide to WWW 221
The Electronic Commerce WWW Resources Guide 222
A Business Researcher s Interests:
Electronic Markets Electronic Commerce 224
CommerceNet 225
SBA: Small Business Administration Homepage 227
University of Houston College of Business Administration
WWW Yellow Pages 227
TradeWave 230
The Global Network Navigator: The Whole Internet Catalog 232
Net. Value: Interesting Business Sites on the Web 234
The Tenagra Corporation 235
Open Market Commercial Sites Index 237
, The Apollo Directory 238
vvN BizNet—Blacksburg Electronic Village 239
^ GoldSite Europe 240
£L The British Broadcasting Corporation (BBC) 240
C^ Small Business Help Center 242
Business on the Web, Management and Technology 242
Small Business Advancement National Center 244
Malls, Product and Sales Sites 245
BizWeb 245
The Internet Shopping Network 249
Branch Information Services 250
Keeping Up to Date and Additional Resources 252
From Here ... 257
Contents xi
Chapter 11 Business to Business: Cyber Advertising Agencies,
Venture Capital, Web Services, and Information 259
Advertising Agencies 259
adfx—Virtual Advertising 259
Dainamic Consulting 260
Dataquest Interactive 262
Sparky at Cyberzine.Org 263
CyberSight 264
The Online Ad Agency 264
Poppe Tyson Advertising 265
Tech Image 267
Webvertising 268
Werbal: Advertising Agency 269
Winkler McManus Advertising 270
Sources of More Net Advertising Information 272
Venture Capital 274
Accel Partners — Venture Capital for the Internet 274
Finding Web Service Providers 276
Bedrock Information Solutions 276
InfoMatch Communications, Inc. 277
ITRIBE 278
Mainsail Marketing 279
Teleport 280
XOR Network Engineering/The Internet Plaza 281
Locating Web Services 282
Open Market 282
Yahoo 283
Leasing a Server Page 284
TradeWave Galaxy 284
Budget Web 284
From Here ... 284
Chapter 12 Expanding Your Internet Marketing Tool Kit 287
Real time Audio and Conferencing 287
IPhone 288
NetMeeting from Microsoft 289
CoolTalkfrom Netscape 289
Internet Conference 291
xii Contents
Videoconferencing 292
CU SeeMe 292
Other Video Applications 294
Broadcasting 295
^ RealAudio 295
MBONE 295
Virtual Worlds 297
AlphaWorld 297
The Palace 298
Virtual Places 300
Live3D 301
PowWow 302
Web Chat 303
Global Stage Chat—Prospero Systems Research 303
The Chat Server 303
Finding More Information 305
From Here ... 305
Epilogue: The Future—Think Months, Not Years 307
Data Transmission—Emphasis on The Last Mile 307
More Multimedia 308
Virtual Reality 308
New and Improved Transfer Protocols 309
More Sophisticated Search Engines 309
Increased Security 309
Some Final Thoughts 310
Appendix A Getting Internet Access for Marketing
on the World Wide Web 311
Browsers 311
Graphical User Interfaces (GUI) Browsers 311
Text Based Browsers 312
Access to the Internet 313
Becoming a Node 314
SUP and PPP 316
Integrated Services Digital Network (ISDN) 316
Shell or Dial up Access 317
Getting Connections 317
Integrated Services Digital Network (ISDN) 318
Dedicated Leased Lines 320
Contents xili
Locating Internet Service Providers 321
Choosing Services: Browsing vs. Marketing Presence 324
Access as an Individual User 325
Connections for Marketing—Making Decisions 326
And in the Future ... 327
Appendix B Using Browsers to Get Online 329
The Keys to the Internet 329
Web Browsers 330
Netscape, Mosaic, MS Internet Explorer, and More 333
System Requirements for Running Most Windows based GUIs 347
Where Can I Get a Browser? 348
NCSA Mosaic 348
Quarterdeck 349
Netscape 349
Microsoft Internet Explorer 350
Cello 350
Trumpet Winsock 350
SlipKnot 350
Other Useful Client Applications 350
Client Software 351
Ultimate Winsock Collections 352
Appendix C Lynx—A Text Browser 355
Basic Lynx Commands and Navigation Methods 356
Navigation Aids 359
Bookmarks 361
Keyboard Options 362
History Option 364
Search Options 365
Document Retrieval 367
Links to Information Outside of the World Wide Web 371
Gopher Links 371
FTP Links 373
Usenet Links 374
Other Useful Lynx Commands 377
Comments 377
Viewing Unprocessed HTML Files 377
Configuration Options 378
Refreshing the Screen 380
xlv Contents
Lynx Commands Quick Reference 380
Document Retrieval 381
Searches 382
Other Useful Commands 382
Appendix D Selected Marketing Related Discussion and
Announcement Groups 383
Glossary 395
Index 413
|
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| isbn | 0471165042 |
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| physical | XXXI, 428 S. Ill. |
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| publisher | Wiley |
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| spelling | Ellsworth, Jill H. Verfasser aut Marketing on the Internet [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] Jill H. Ellsworth ; Matthew V. Ellsworth 2. ed. New York [u.a.] Wiley 1997 XXXI, 428 S. Ill. txt rdacontent n rdamedia nc rdacarrier Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 Ellsworth, Matthew V. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008757624&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ellsworth, Jill H. Ellsworth, Matthew V. Marketing on the Internet [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Marketing on the Internet [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] |
| title_auth | Marketing on the Internet [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] |
| title_exact_search | Marketing on the Internet [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] |
| title_full | Marketing on the Internet [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] Jill H. Ellsworth ; Matthew V. Ellsworth |
| title_fullStr | Marketing on the Internet [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] Jill H. Ellsworth ; Matthew V. Ellsworth |
| title_full_unstemmed | Marketing on the Internet [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] Jill H. Ellsworth ; Matthew V. Ellsworth |
| title_short | Marketing on the Internet |
| title_sort | marketing on the internet get your business on the internet learn the techniques businesses are using for online marketing and sales disign web sites that attract customers |
| title_sub | [get your business on the internet ; learn the techniques businesses are using for online marketing and sales ; disign web sites that attract customers ...] |
| topic | Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008757624&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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