Manager's guide to online marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY
McGraw-Hill
2013
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIV, 201 S. graph. Darst. |
| ISBN: | 9780071801874 0071801871 9780071801881 007180188X |
Staff View
MARC
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| 100 | 1 | |a Weaver, Jason D. |e Verfasser |0 (DE-588)1034290037 |4 aut | |
| 245 | 1 | 0 | |a Manager's guide to online marketing |c Jason D. Weaver |
| 264 | 1 | |a New York, NY |b McGraw-Hill |c 2013 | |
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| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Internet searching | |
| 650 | 4 | |a Electronic commerce | |
| 650 | 4 | |a Web search engines | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Marketing | |
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Record in the Search Index
| _version_ | 1804150255065759744 |
|---|---|
| adam_text | Titel: Manager s guide to online marketing
Autor: Weaver, Jason D
Jahr: 2013
Contents
Acknowledgments ix
Introduction xi
1. Benefits of Effective Online Marketing 1
Reduced Costs and Increased Efficiency 2
Increased Awareness 5
Improved Customer Service 9
Product Innovation 11
Manager s Checklist for Chapter 1 14
2. Web 1.0: Search Engine Optimization and Marketing 15
The Pioneers 15
Amazon.com 21
Search Engine Optimization 23
Making the Most of SEO 27
Search Engine Marketing, aka Pay-per-Click 29
Landing Pages 32
Affiliate Marketing Programs 32
Manager s Checklist for Chapter 2 34
3. Social Media (Web 2.0) 35
The Pioneers 35
Social Media Marketing Strategies 38
Earned vs. Paid Media 52
Podcasts and RSS Feeds 54
Quick Response Codes 56
Manager s Checklist for Chapter 3 57
4. Personal Branding 59
Establishing Yourself as an Expert 60
Blogs and Microblogging 66
Building Fans and Followers 69
Automating Content 71
Manager s Checklist for Chapter 4 73
5. Planning 75
Researching Your Online Audience 76
Resource and Staff Planning 81
Budgeting for Online Marketing 90
Building an Online Editorial/Event Calendar 90
Tying Offline Efforts to Online Strategies 91
Manager s Checklist for Chapter 5 93
6. External Online Engagement 95
Identifying Your Influencers 95
Garbage In, Garbage Out 98
Socializing Your Existing Website 101
Online Tools (Free and Paid) 102
Measuring Return on Investment 105
Epic Failure: What Not to Do 105
Manager s Checklist for Chapter 6 107
7. Internal Online Engagement 109
Setting Up a Company Intranet 111
Developing an Online Media Room 114
Measuring Internal Engagement 115
Sync Your Intranet Objectives with Your
Corporate Strategy 116
Make Intranets Relevant 116
Manager s Checklist for Chapter 7 118
8. Social Commerce 119
Making a Sale Using Social Commerce 119
Attracting Two Types of Leads with Social Media 122
Tying Your Impact to Sales 124
Deploying Your Evangelists 126
Leveraging Your Existing Digital Investments 128
Manager s Checklist for Chapter 8 130
9. Effective Tactics Based on Business Type 131
Business-to-Consumer Marketing 131
Business to Business 142
Cultivating Brand Advocates 148
Manager s Checklist for Chapter 9 149
10. Establishing Brand Control 151
Who Should Create Your Social Media Policy? 152
Legal Issues and Site Policies 153
Regulating External Communication 164
Monitoring Your Brand 166
Manager s Checklist for Chapter 10 169
11. The Future of Web Marketing 171
Gamification 172
Virtual Worlds and Social Game Advertising 178
Dynamic Content Generation and Targeting 180
Location-Based Marketing 181
Manager s Checklist for Chapter 11 183
12. Staying Ahead of the Curve 185
Maneuverability: Don t Build on Rented Land 185
Resources for Staying up to Speed 188
Manager s Checklist for Chapter 12 190
Index 191
|
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| id | DE-604.BV040949388 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:36:01Z |
| institution | BVB |
| isbn | 9780071801874 0071801871 9780071801881 007180188X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025927962 |
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| owner_facet | DE-M347 |
| physical | XIV, 201 S. graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Weaver, Jason D. Verfasser (DE-588)1034290037 aut Manager's guide to online marketing Jason D. Weaver New York, NY McGraw-Hill 2013 XIV, 201 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Internet marketing Internet searching Electronic commerce Web search engines Branding (Marketing) Marketing HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025927962&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Weaver, Jason D. Manager's guide to online marketing Internet marketing Internet searching Electronic commerce Web search engines Branding (Marketing) Marketing |
| title | Manager's guide to online marketing |
| title_auth | Manager's guide to online marketing |
| title_exact_search | Manager's guide to online marketing |
| title_full | Manager's guide to online marketing Jason D. Weaver |
| title_fullStr | Manager's guide to online marketing Jason D. Weaver |
| title_full_unstemmed | Manager's guide to online marketing Jason D. Weaver |
| title_short | Manager's guide to online marketing |
| title_sort | manager s guide to online marketing |
| topic | Internet marketing Internet searching Electronic commerce Web search engines Branding (Marketing) Marketing |
| topic_facet | Internet marketing Internet searching Electronic commerce Web search engines Branding (Marketing) Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025927962&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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