xxii, 326 pages : 23 cm

"Use the Internet as a lethal competitive weapon! With this professional reference, you'll find cutting-edge strategies for using the Internet to successfully market your products and services. You'll find surefire techniques for planning and implementing your own Internet marketing strategy. You'll learn the secrets behind today's most successful Internet sites. And you'll use expert advice to make enlightened decisions for implementing your own marketing plan."--Jacket

Includes index

Defining your stakeholders and setting objectives -- The Internet Bullseye Marketing Model: planning your Internet strategy -- Transitioning from the physical to the virtual -- Market research on the Internet -- Implementing the initial four stages of Web site development -- Interactive and database Web site strategies -- Advanced Web site development strategies -- Implementing the final five stages of Web site development -- Creating and maintaining Web content -- Driving traffic to your site -- Advanced Internet technologies -- Marketing by E-mail--Internet "outbound" marketing strategies -- Proactive marketing on the Internet -- Proactive marketing off the Internet -- Online commerce: closing sales on the Internet -- About the online component of the book -- Index

"Use the Internet as a lethal competitive weapon! With this professional reference, you'll find cutting-edge strategies for using the Internet to successfully market your products and services. You'll find surefire techniques for planning and implementing your own Internet marketing strategy. You'll learn the secrets behind today's most successful Internet sites. And you'll use expert advice to make enlightened decisions for implementing your own marketing plan."--Jacket

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