E-market dominance: how to use the Internet to win and keep customers
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 253 S. Ill. |
| ISBN: | 0077098072 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804128405478703104 |
|---|---|
| adam_text | CONTENTS
tar Foreword by Gerald Allen 00
tar Preface ix
INTRODUCTION
WHAT IS E MARKET DOMINANCE? 1
CHAPTER ONE
IT IS NO LONGER BEYOND YOU 6
tar It could be you 7
tar What is happening out there? 9
tar Dominance is the only game in town 10
tar International trends 1 7
tar Essential questions for every business 1 8
tar A conversation with a consultant 22
CHAPTER TWO
THINGS DON T WORK LIKE THEY USED TO 29
tar Before we go too far 29
tar But surely a business needs to advertise? 33
tar The key steps to successful sensible budget advertising 33
tar Test is an important four letter word 37
tar So what is different if you advertise on the Internet? 41
tar Sit right down and write yourself a letter 42
tar Ring in the new, but keep the old bell in tune 51
CHAPTER THREE
CUSTOMIZE OR DIE 54
iy Customization 54
tr Stages in customization 57
tar Collecting customer information 60
tar Customer retention 63
CHAPTER FOUR
THE FIRST STEP OF THE REST OF YOUR JOURNEY 68
tar What old world marketing teaches us 69
tar Test is still a four letter word 72
e Thinking the right way 74
tgr E business corporate analysis 78
CONTENTS
CHAPTER FIVE
THE LOYAL CUSTOMER 84
ts Loyalty is dead, long live loyalty 84
ts There is a cycle of disloyalty 85
rap Where do your vital strengths lie? 87
gp Life time value 90
CHAPTER SIX
THE LOYALTY SPIRAL 92
w Crow your business 93
w Customer delight questionnaire 94
ts Productivity soars 99
xsr Measurement 104
w The loyalty merry go round 105
tar What about that other market? 106
CHAPTER SEVEN
HOW TO USE E MAIL TO DEVELOP SALES AND PROFITS 109
tar The Age of Information ... and then some 110
xsr Letters 111
xs Telephone 111
tr Fax 113
ts E mail 113
tar Data protection 119
CHAPTER EIGHT
DESIGNING AN EFFECTIVE MARKETING WEBSITE 122
ts Appearance 123
gf Build 125
tar Compatibility 127
w Performance 128
csr Search engine friendliness 129
»¦ Adding facilities to your site 1 31
CHAPTER NINE
WEBSITE POSITIONING 1 33
tar Factors to consider in positioning your business 1 34
ts How to increase the numbers of customer visits 1 39
rar The importance of the search engines 1 39
tar The major search engines 140
vw Let s get to the bottom of these Web pages 145
t Keywords 147
tw Ready, steady ... 151
ts Beware pagejacking 151
CONTEN1
CHAPTER TEN
MONITOR YOUR PROGRESS 153
ts Terminology 153
ts Tracking software 155
CHAPTER ELEVEN
STRONG ALLIES 159
ts The second leg of E Market Dominance 159
ts Why this leg of E Market Dominance works 161
ts Finding strategic partners 163
ts So you want to benefit? 166
ts Hosting 168
ts The words if not the music 1 69
ts A brief summary of E Market Dominance 1 70
CHAPTER TWELVE
PRICING STRATEGIES FOR SUCCESS 1 72
ts The more things change, the more they remain the same 1 72
ts There are many ways to set a price 1 75
is Never lose sight of the objectives 1 79
CHAPTER THIRTEEN
TOMORROW THE WORLD 181
ts Cultures and individuals 181
ts Who is ready? 186
ts Successful global entrepreneuring 188
ts Measuring your success 189
CHAPTER FOURTEEN
PSYCHOLOGY IS STILL ABOUT PEOPLE 193
ts The psychology of cyberspace 193
ts Is the online customer a different sort of animal? 194
ts People still read 196
ts Lost in space 196
ts The psychology of e mail 198
ts Buyer thinking 205
ts The future 204
CONCLUSION
THE SHAPE OF THINGS TO COME 206
STOP PRESS
UP DATE FEBRUARY 2001 209
ts Useful Websites and Newsgroups 206
ts Glossary of Terms 231
ts Index 251
|
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| indexdate | 2024-07-09T18:48:43Z |
| institution | BVB |
| isbn | 0077098072 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009290066 |
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| spelling | Ash, Brian Verfasser aut E-market dominance how to use the Internet to win and keep customers Brian Ash and Tom Lambert London [u.a.] McGraw-Hill 2001 XIV, 253 S. Ill. txt rdacontent n rdamedia nc rdacarrier Internet marketing Web site development Internet (DE-588)4308416-3 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s Internet (DE-588)4308416-3 s DE-604 Lambert, Tom Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009290066&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ash, Brian Lambert, Tom E-market dominance how to use the Internet to win and keep customers Internet marketing Web site development Internet (DE-588)4308416-3 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4308416-3 (DE-588)4236865-0 |
| title | E-market dominance how to use the Internet to win and keep customers |
| title_auth | E-market dominance how to use the Internet to win and keep customers |
| title_exact_search | E-market dominance how to use the Internet to win and keep customers |
| title_full | E-market dominance how to use the Internet to win and keep customers Brian Ash and Tom Lambert |
| title_fullStr | E-market dominance how to use the Internet to win and keep customers Brian Ash and Tom Lambert |
| title_full_unstemmed | E-market dominance how to use the Internet to win and keep customers Brian Ash and Tom Lambert |
| title_short | E-market dominance |
| title_sort | e market dominance how to use the internet to win and keep customers |
| title_sub | how to use the Internet to win and keep customers |
| topic | Internet marketing Web site development Internet (DE-588)4308416-3 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Internet marketing Web site development Internet Kundenmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009290066&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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