Overview

""E-Market Dominance"" provides a comprehensive programme, enabling businesses, at minimum cost, to attract and retain loyalty customers via the web. A concise ""how to"" book, it combines the Internet expertise of a leading web site designer, with the marketing skills and knowledge of a globally acknowledged marketing specialist. The book should help you: build and sustain key relationships with the right type of customer (and more of them); squeeze the best value out of your web site; and integrate the Internet into the overall sales and marketing strategy of your company. In addition, it will help you make informed decisions on how to: improve the effectiveness of your web site; get your site on page one of major search engines; and profit from e-mail marketing.

Full Product Details

Author:   Brian Ash ,  Tom Lambert
Publisher:   McGraw-Hill Education - Europe
Imprint:   McGraw-Hill Publishing Co.
Dimensions:   Width: 15.00cm , Height: 1.40cm , Length: 22.80cm
Weight:   0.444kg
ISBN:  

9780077098070

ISBN 10:   0077098072
Pages:   220
Publication Date:   01 March 2001
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Out of stock  

Table of Contents

Introduction: what is e-market dominance?: the changing face of modern business; the growth of the global and domestic Internet customer base; how to use this book to open the doors to online and offline prosperity. Part 1 It is no longer beyond you: why plan to dominate your markets; what markets to dominate; how and where to start company analysis and decision-making; first to market? or let others carry the risk? training for dominance; the laws of frugality and other tips for survival; international business trends; the essential tough questions for every business; ten rules for the smaller business. Part 2 Things don't work the way they used to: the new and deadly business disease; proven cures; the media and what they offer; low cost/no cost marketing works; 12 rules for winning mail campaigns; test is a four letter word; leveraging online business. Part 3 Customize or die: customers are real people; why it's different online; opting in for lifetime business; the effective web site; generating traffic; turning visitors into customers; features and benefits; KIT marketing. Part 4 The first step of the rest of the journey: marketing online; creating customers for life; turning visitors into customers, customers into friends and friends into clients; the eightfold path to e-market enlightenment; building a better springboard; getting the most from e-business. Part 5 The loyal customer: the loyal customer; loyal customers mean loyal staff; higher productivity and loyal investors; encouraging customer loyalty; your vital strengths and how to use them; the dollars and sense of lifetime value. Part 6 The loyalty spiral: designing the business for customer delight; making productivity soar; dumbsizing can ruin your health; downsizing with dignity; building world class companies for world class profits. Part 7 How to use e-mail to develop sales and profits: the power of e-mail; keep in touch the easy and effective way; from news to auto-responses; profiting from free ink; build-up promotions; growing the customer mandate to grow your business. Part 8 Designing an effective marketing web site: revenues and profits; all you need to know to control the enthusiasm of the techies; visitor friendliness; the businessperson's guide from frames to Java; keywords are only part of the key. Part 9 Web site positioning: search engines secrets for entrepreneurs; location, location, location; the ideal visitor; the rules for profitable customer selection; increasing customer visits; what the businessperson wants to know about spiders, hybrids and directories; spam filters that can put you out of business; getting listed to make money; from doors to archways for entrepreneurs; pagejackers and other bandits; online security. Part 10 Monitoring your progress: how am I doing?; monitoring at minimum cost; a business guide to trends on the Internet. Part 11 Strong allies: hosts and beneficiaries; where to find allies; how to get them to promote your business; risk

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