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The Essential Guide to Web Strategy for the Entrepreneurs cover
  • ISBN: 9780130621115
  • ISBN10: 0130621110

The Essential Guide to Web Strategy for the Entrepreneurs

by Dr. Thomas P. Bergman

  • List Price: $39.99
  • Binding: Paperback
  • Edition: 1
  • Publisher: Prentice Hall Ptr
  • Publish date: 09/01/2001
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Description
CD-Rom Contents. Preface. Introduction. I. GETTING STARTED IN E-BUSINESS. 1. Responsible Email Targeting. Opt-In or Opt-Out? Why Not Spam? Email List Development. Buying Lists. Renting Lists. Building Lists. 2. Powerful Promotions Through Email. Direct Email Marketing. Similarities. Differences. Email Promos. Email Newsletters. Timing. Piggyback Email Marketing. Viral Marketing. 3. Improved Operations through Increased Email Use. Making the Most of Email in Your Business. Personal Email Systems. LAN-Based Email Systems. PC-Based Personal Email Systems. ASP-Based Email Systems. Choosing the Right Personal Email System. Mailing Lists. Alternative Mailing List Tools. What Can You Do with a Mailing List? Choose the Mailing List Tool that Best Fits Your Strategy. Privacy in Business Email. 4. The Role of the Web in Your Business Information System. Choosing the Right Kind of Network. Intranet. Extranet. Virtual Private Networks. Improving Operations. High-Touch Web-Based Customer Service Through High Tech. Think Warmer! Order Tracking: Let Customers Save You Money by Doing It Themselves! Customer Help: Just Answer the Question!!! 5. Using a Brochure Web Site to Tell Your Story as it Evolves. About Us. Contact Us. Industry Overview. Product Pages: The Unique Selling Proposition. Entry or Home Page. Making a Good First Impression. What Not to Do. Telling Visitors Whose Site They are Visiting. Providing Easy Access to Interior Pages in the Web Site. 6. Web-Based Electronic Commerce. Security First. Hacker Attacks on Your PC. Hacker Attacks on Your Web Site. Damage or Loss of Business Data. Catalog Web Site: Is Online Ordering Right for Your Business? Do Your Customers Want to Order Online? Will Your Business System Support Online Sales? Subscription Web Site: Will Customers Pay You for Access? Download Web Site: If You Can Download it, Do it! Application Service Provider (ASP) Web Site. II. IMPLEMENTATION FIRST STEPS: FAST, EASY, INEXPENSIVE, AND SAFE. 7. First Principles for Getting Started Using the Internet in Your Small Business. The Project Must be Fast. The Project Must be Easy. The Project Must be Inexpensive. The Project Must be Safe. Lawyer Time! 8. Mailing List Marketing: Choose the Right Tool and Develop a List. Three Choices in Mailing List Tools: How They Work. PC-Based Mailing Lists. Free Mailing Lists. Fee-Based ASP Mailing Lists. Acquire Email Lists. Rent a List. Build a Prospect List: Think Incrementally. 9. Mailing List Policies and Procedures: Getting it Right. Overview Of Procedures. Determine the purpose and goals of your mailing list application. Manage your email lists. Subscribe New Members to Your Discussion Group or Newsletter. Unsubscribe Members who Wish to Leave Your Discussion Group or Stop Receiving Your Newsletter. Honor Remove Requests. Delete Bounced Messages. Manage the messages you send. Determine an Appropriate Frequency for Sending Email. Design the Message. Send Messages. Archive Messages. Manage responses. Handling Email Responses. Moderate Discussion Postings. Assess Mailing List Performance. 10. Developing a Web Infrastructure. Get Connected to an ISP. Acquire a Domain Name of Your Own. Rent Host Space. Host Space. Data Transfer Allowance. Microsoft FrontPage and FTP Support. Web Site Statistics. E
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