Internet world guide to one-to-one web marketing:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
1998
|
| Schriftenreihe: | Wiley computer publishing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 386 S. |
| ISBN: | 0471251666 |
Internformat
MARC
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| 245 | 1 | 0 | |a Internet world guide to one-to-one web marketing |c Cliff Allen ; Deborah Kania ; Beth Yaeckel |
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Datensatz im Suchindex
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| adam_text | CONTENTS
Acknowledgments ix
Introduction xi
Who Will Find This Book Useful 11
Chapter 1 One to One Web Marketing Overview 1
2001: A Web Odyssey 1
History of Web Marketing 3
One to One Marketing—
The Reader s Digest Version 5
The Web: A Relationship Building Platform 10
One to One Web Marketing Matrix 11
Embracing the One to One Web
Marketing Challenges 14
Up Next 15
Chapter 2 One to One Web Interactivity 17^
What Is Web Interactivity? 18
Benefits of One to One Web Interactivity 19X
Issues for One to One Web Interactivity 22 y
Applications of One to One Web Interactivity ... 23
The Future of One to One Web Interactivity 46_j
Chapter 3 One to One E Mail 47
Benefits of One to One E Mail 48
The Spam Controversy 53
Opt In or Opt Out? 55 P^
How to Conduct Your Own E Mail Marketing .... 56
One to One E Mail Applications 60
Buying Advertising Space on
Free E Mail Services 77
Buying Advertising Space in an E Mail News or
Newsletter Service 78
HTML Enabled E Mail 80
The Future of One to One E Mail 81
CONTENTS
Chapter 4 One to One Web Site Personalization .... 83 ^
The Benefits of One to One Web
Site Personalization 85
Technology Overview 97
Applications of One to One Web
Site Personalization 100
Products and Services Ill
Hurdles to Implementing One to One Web Site y
Personalization 112
One to One Web Site Personalization
Resources 113
The Future of One to One Web Site
Personalization 115
Chapter 5 One to One Push 117
Everybody Is Pushing Around 117
What Is Push? 119
Benefits of One to One Push 119
Some Pushy Controversies 122
The Evolution of Push 124
The Browser Push for Dominance:
Microsoft s Internet Explorer versus
Netscape Communicator 127
Applications of Push Products 128
The Future of Push 149
Chapter 6 One to One Web Community 151 7
Impact of Community on the Internet 152
One to One Community Business Model 158 ;
Benefits of One to One Community 164 j
Some Community Controversies 166
Applications of Community Products 168 ,
Ideas for Implementing Community as a
Marketing Function 182 J
Other Community Resources 183 ^
^Q^ CONTENTS
¦1
The Future of Community 183 [
Chapter 7 One to One Web Presentation
and Conferencing 189
Benefits of One to One Web Presentation
and Conferencing 190
Building Relationships with One to One
Web Presentation and Conferencing 192
Selecting the Right Web Conferencing
Technology 197
Designing/Developing Interactivity with ,
the Audience 219^
The Future of One to One Web Presentations
and Conferencing 220
Chapter 8 One to One Web Advertising
and Promotion 223
The State of Online Advertising 224
Benefits of One to One Web Advertising
and Promotion 225
Hurdles to One to One Web Advertising
and Promotion 228
The Nuts and Bolts of One to One
Web Advertising 232
One to One Web Promotions/Publicity 260
The Future of One to One Web Advertising
and Promotion 265
Chapter 9 One to One with Web Site Tracking .... 267
x Traffic Analysis 268
/ Benefits and Costs of Web Tracking
and Analysis 280
Applications of Tracking and Analysis 280
Identifying Clusters of Individuals 285
Products/Services 287
ONE TO ONE E MAIL tf^
Enhance Web Site Data with Guestbook
Registration 293
The Future of Tracking 298
Chapter 10 Integrating One to One Web with Other
Marketing Systems and Processes. . . . 301
State of Web to Database Integration 302
Benefits of Web to Database Integration 303
Types of Systems and Processes Can Be
Integrated with the Web 311
) Data Warehousing and Data Mining
Applied to One to One Web Marketing 318
Using Databases in One to One
Web Marketing 323
Security on the Web 327
The Future of Web to Database Integration. . . . 333
Chapter 11 One to One Web Privacy 337
The Two Sides of the One to One Web
Marketing Coin 338
Privacy Issues 341
Possible Solutions to Increase Consumer
Confidence 343
Online Privacy Resources 356
Chapter 12 The One to One Marketing Future 357
One to One Possibilities 358
Leading Edge One to One 363
Index 367
^J^ CONTENTS
|
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| spelling | Allen, Cliff Verfasser aut Internet world guide to one-to-one web marketing Cliff Allen ; Deborah Kania ; Beth Yaeckel New York [u.a.] Wiley 1998 XIV, 386 S. txt rdacontent n rdamedia nc rdacarrier Wiley computer publishing trženje - prodaja - Internet Kania, Deborah Verfasser aut Yaeckel, Beth Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009722599&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Allen, Cliff Kania, Deborah Yaeckel, Beth Internet world guide to one-to-one web marketing trženje - prodaja - Internet |
| title | Internet world guide to one-to-one web marketing |
| title_auth | Internet world guide to one-to-one web marketing |
| title_exact_search | Internet world guide to one-to-one web marketing |
| title_full | Internet world guide to one-to-one web marketing Cliff Allen ; Deborah Kania ; Beth Yaeckel |
| title_fullStr | Internet world guide to one-to-one web marketing Cliff Allen ; Deborah Kania ; Beth Yaeckel |
| title_full_unstemmed | Internet world guide to one-to-one web marketing Cliff Allen ; Deborah Kania ; Beth Yaeckel |
| title_short | Internet world guide to one-to-one web marketing |
| title_sort | internet world guide to one to one web marketing |
| topic | trženje - prodaja - Internet |
| topic_facet | trženje - prodaja - Internet |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009722599&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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