| Description |
ix, 371 pages ; 24 cm |
| Series |
Streetwise the small business solution |
|
Streetwise the small business solution
|
| Contents |
Machine derived contents note: Contents -- Introduction -- Part One What is the Internet Good for, Really? -- Chapter 1 In the Beginning -- What is E-Business? -- Birth of the Internet -- E-Mail and the Web -- Opening the Online Floodgates -- The Wild, Wild Web -- Big Business and the Internet -- As the Web Turns -- What Really Works Online -- Chapter 2 Online Communications Tools -- Using the Internet With Care -- The Ubiquity of E-mail -- The Ever-Changing Web -- The Evolution of Message Boards -- What About Blogs? -- The Right Tools for Your Business -- Chapter 3 The Bigger Picture Plan -- What are Your Business Goals? -- Who is Your Audience? -- What are Your Traditional Marketing Efforts? -- Online Versus Offline Approaches -- Integrating Online Tools for Marketing -- Expanding Into Selling Online -- Benchmarks and Measurements -- Part Two Basic Communications and Marketing Online -- Chapter 4 Using E-mail effectively -- The Ins and Outs of Permission Marketing -- Building Your E-Mail List -- Managing That Growing E-Mail List -- Text Versus HTML E-mails -- Crafting the Perfect E-mail -- Do¿s and Don¿ts of E-mail Marketing -- Chapter 5 Grassroots Online Marketing Ideas -- Compelling Signature Files -- Guerilla Posting -- Using Blogs and Bloggers -- Online Press Releases -- Content Syndication -- Chapter 6 Building Online Community -- The Nature of Internet Community -- Business Benefits of Communities -- Proper Community Administration -- Legal Responsibilities and Liabilities -- Disclaimers and Terms of Service -- Challenges of Community Management -- Part Three Building Your Online Presence -- Chapter 7 Staking Your Web Claim -- Deciding on a Domain Name -- Obtaining Your Domain Name -- Finding the Right Web Host -- The Technical Side of HostingWhat to Look for in Your Internet Consultant -- The Right Designer makes the Difference -- Chapter 8 Negotiating the Web Deal -- Knowing When the Price is Right -- Components of a Web Contract -- Reading the Fine Print -- Ownership is Everything -- Kill Fees and Out Clauses -- When Things Go Wrong -- Chapter 9 Web Sites That Work -- Web Sites for Marketing -- Understanding Viral Marketing -- Web Sites for Customer Support -- Web Sites for Selling -- The Fully Functional Web Site -- Web Sites Gone Bad -- Chapter 10 Web Design Issues for Non-Designers -- Download Time is Key -- Understanding File Sizes -- Graphic Files 101 -- The Art of Web Page Layout -- The Psychology of Web Design -- Chapter 11 Programming Tips for Non-Programmers -- Intro to Basic HTML -- Overview of Advanced Web Programming -- Basics of Search Engine Optimization -- Using Meta Tags -- Title, ALT, and Comment Tags -- Chapter 12 Pre-Planning Your Web Site -- Serving Your Audience -- Matching a Design With Business Goals -- What Should You Put on Your Site? -- Mapping Your Site -- Writing for the Web -- Chapter 13 Building a Basic Web Site -- Roles and Responsibilities -- Timelines and Milestones -- Beta Testing -- The Soft Launch -- The Official Launch -- Part Four From Marketing to Selling Online -- Chapter 14 The Elements of eCommerce -- Basics of Selling Online -- The E-Shopping Experience -- Web-Based Shopping-Cart Services -- Choosing an eCommerce Solution -- Chapter 15 Before You Build -- Setting Up Processes and Procedures -- Fulfillment and Distribution -- Privacy and Return Policies -- Handling Shipping Options -- Taxing and Taking Money -- Chapter 16 Building Your Online Store -- The Benefits of Registration -- Personalization and Customization -- Lists and Recommendations -- Using Gift Registries -- Mining Your Site for Data -- Chapter 17 Better Customer Service -- The All-Important FAQ -- Establishing a Response Policy -- Managing Web Site Communications -- Support Forums and Live Chat -- Assuring Security and Privacy -- Chapter 18 Attracting Customers -- Submitting to Search Engines -- Paying for Online Advertising -- Seeding Forums and Blogs -- Building Links Relationships -- Setting Up an Affiliate Program -- Chapter 19 Fully Integrated Marketing -- The Online and Offline Mix -- The Advertising and PR Mix -- Online Pressrooms -- Viral Word of Mouth -- Television and Radio -- Part Five Growing and Maintaining Your Online Presence -- Chapter 20 Web Publishing Made Easy -- Online Publishing Basics -- Challenges of Online Publishing -- Managing Web Publishing -- Cost Effective Content Solutions -- OutsourcingContent Development -- Chapter 21 To Blog Or Not to Blog -- The Nature of Blogs -- Blogging for Business -- Where Blogs Work -- Blogging Tools -- The Integrated Blog -- Part Six Measuring and Re-Examining Your Site -- Chapter 22 Tracking Real Web Traffic -- The Dirty Secrets of Web Tracking -- Elements of a Web Log -- Web Tracking Solutions -- Business Impacts of Web Logs -- Benchmarks and Measuring Progress -- Chapter 23 Re-Evaluating Your Web Site -- Business Analysis of Web Traffic Patterns -- Identifying Weak Spots -- Surgical Web Site Redesigns -- When to Overhaul Your Entire Site -- Revisiting the Numbers -- Chapter 24 The Future is Today -- Podcasts and Video for Business -- Getting Social -- Going Mobile -- Keeping Up with the Joneses -- Making the Right Decisions -- Appendixes -- Glossary -- Resources -- Index |
| Summary |
Offers tools, strategies, and knowledge for maximizing a business' presence on the Internet |
| Notes |
"The small business solution"--Cover |
| Bibliography |
Includes bibliographical references (pages 361-365) and index |
| Subject |
Electronic commerce.
|
| LC no. |
2007030947 |
| ISBN |
1598691449 (paperback) |
|
9781598691443 (paperback) |
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