The Online Marketing
Handbook discusses advertising, publicity, promotion, and selling
of all types of online products and services in an appropriate
and legal manner. A viable practical guide for those wanting
to reach this customer base (the Internet has over 40 million
users), this book details how to promote products in the most
cost-effective way available. The book takes a case history approach,
showing readers the do's and don'ts of online advertising and
how to avoid legal and social problems.
- Shows how to use on-line
services to advertise, publicize, promote, and actually sell
products.
- Case History Approach.
- Shows how to use paid advertising
services.
- Discusses all on-line services,
not just the internet.
- Assumes only a "passing"
familiarity with computers.
CONTENTS
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Section
1:
Getting Up to Speed on the Information Superhighway
Introduction
The Electronic
Cash Register
The Benefits of Online Marketing Overview of the Internet and
Commercial Online Systems
Netiquette:
Rules and Restrictions for Online Marketing
Market Research
Becoming a More Effective Marketer
Section 2:
Making the Sale
Online Shopping
Building Relationships with E-mail
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Forums: Marketing Opportunities
for Information Providers
Selling Products and Services with Online Classified Ads
Section 3:
Marketing Tools
The New Advertising
Creating Effective Advertising Messages
Publicity: Influencing
Editors and Your Target Market
Building Relationships with Customer Service
The Future
Appendix 1:
Contacting the Online Services
Appendix 2:
Resource Directory
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About the Author
Dan Janal, Janal Communications,
Danville,CA. Dan Janal (Berkeley,CA),teaches public relations
at the University of California at Berkeley and is currently
a SYSOP (systems operator) for PRSIG, Compuserve's Forum for
public relations and marketing executives. Mr. Janal is the author
of How to Publicize High Tech Products and Services.
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