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Essential
Business Tactics for the Net Необходимые деловые тактики в сети Chase Larry Цена: GBP 22.50 Содержание |
| Acknowledgments About the Author Introduction Part I Integrating the Internet Inside Your Company Chapter 1 Cutting Costs Across Your Enterprise How to Run a Tighter, More Competitive Ship Optimizing Your Purchasing Power Using the Internet to Clip Communication Costs: Sending Faxes over the Net Sending Your Voice over the Net: Internet Telephony Sharing Documents on the Net in Real Time Video on the Internet Using the Net to Trim Travel Costs Internet Auctions Buying the Tools of Your Trade A Business-to-Business Buying Standard in the Works Customer Service Savings I'll Have My Database Call Your Database Query Tone Distributed Databases Strengthening Sales Support via the Internet Distributed Printing Resource Center Chapter 2 Using the Net as a Resource for Human Resources How Jobs and Candidates Find Each Other on the Net Vertical Recruiting College Recruitment Getting to Know You... Getting to Know All About You This Is the Beginning of a Beautiful Relationship In Defense of Executive Recruiters Distributed Employment: Telecommuting to Work on the Net Brain Power Management Outsourcing on the Internet Knowledge Cottage Labor Relocating People Distance Training/Learning Shrink Rap Resource Center Chapter 3 Mining the Internet for All it's Worth Search Strategy Search Engines versus Directories Hit a Bull's Eye with a Boolean Search Filtering Agents Sweet Spots for Information Databases Creating Your Own Database Gold Mine Free Advice Outstanding Free Content Trade Publications Soliciting Customer Input on the Net Online versus Offline Data Gathering Online Methods Sampling Methods Customer Feedback Selected Sites to See Financial Sites Personal Mining For Your Business News Legal Internet Statistics Chapter 4 http://007 Spying on Your Competitors and Yourself Knowing Your Competitor's Shirt Size Benchmarking The Klingon Cloak: Anonymous Viewing Look Who's Pointing at Your Rival What's in a Name? Using the Usenet and Listservs for Undercover Work Touching Base with Databases Spying for New Business Spying on Yourself Client Focus On-the-Fly Focus Groups Investment Investigations Taking the Pulse of Your Competition Customized Software How to Protect Yourself from Your Competitors Sniffing You Caution: Don't Get Carried Away While Carrying Out Your Spy Mission Part II Integrating the Internet into Your Marketing Chapter 5 Your Brand Image and the Internet Your Personal Brand on the Net Big Place, Small Place Personal Branding Strategies Getting Your Name Out There No, But I Saw the Web Site Respecting Your Tribe Address for Success: What's in a Domain Name? Be as Accessible as Possible Protecting Your Domain Your Company's Image and the Internet: Migrating Your Current Company's Image Online Marketing Professional Services on the Net Starting a Brand Online Online Intermediary Brands Marketing to Yourself: When Should You? When Shouldn't You Market to Yourself? Building Brands with Online Communities When Not to Create Communities Web Page and Site Design and Your Image Don't Fool Yourself with Fancy Graphics Screen Real Estate We Live in a Low-Bandwidth World.Deal with It. Buying Media on the Net Search Engines Content Sites Growth of Advertising on the Web Beyond Banners Advertising Networks Channels Conclusion Resource Center Chapter 6 Retail: Setting Up Shop on the Net Buying Habits Are Hard to Change, But They're Changing What Stops Them from Buying Now? What Will Make Them Buy Online? Advertising: Your Web Site as a Storefront Cyberbait Contiguous Cannibalization Search Engines Sending You Business Taking Transactions Online, or Transactional Analysis Getting an Online Merchant's Account A Look Behind the Scenes from a Provider of Web Commerce Micropayments Bill Presentment Designing for Retail Catalogs and Shopping Carts Merging Online and Offline Catalogs Stretching Your Online Ad Dollars Team Selling on the Net Unintended Consequences Resource Center Chapter 7 Online Events, Promotions, and Attractions How to Make a "Scene" and Draw Them In One Big Event versus Many Small Ones Periodic Promotions Who, How, Where, What, and When to Promote The Riddler Solves Some Riddles Networking Promotions Sweepstakes Email as a Promotional Tool Promotions for Professional Services Talk Talk Talk Community Events Live People as Attractions on the Web Now Showing at a Web Site Near You Audio and Video in Promotions Financial Incentives Auctions Gambling on the Net Creative Promotions Resource Center Chapter 8 Direct Marketing and Sales Support How Net Marketing Is Like Traditional DM Loyalty and Retention Programs Acquisition and Prospecting Programs WDFM Case History DM Online Tracking Techniques: Tracking Results in Minutes, Not Months How Direct Marketing Copy Is Like Online Copy The Limited Way a Brochure Is Like a Web Site How Online Direct Marketing Differs from Offline Brochures Online versus Offline Tone Online Mailing Lists versus Offline Mailing Lists Make Your Own Mailing List How Much for Mailing List Maintenance? List Management Piggybacking on Someone Else's Mailing List Direct Marketing on the Web Web Targeting Services Online DM Database Mining Search Engines from a DM Perspective Online Direct Marketing Supporting Offline DM Efforts Catalogs and the Net Online Direct Marketing: A Threat or an Opportunity? Resource Center Chapter 9 Public Relations, the Internet Way How to Get Noticed in a Cluttered Environment Focus Protocols for Interaction with Journalists Online News Hooks, Cyberbait, and Outrageousness Writing for the Net A Sample Press Release PR in a Many-to-Many Medium Push Services Point-to-Point PR Event Public Relations Where and How to Post Your PR What's New and Search Engines Human Posting Usenet Newsgroups Mailing Lists Using PR Circuits Trolling the Net for Information about Your Own Company Anti-PR Sites Conclusion Resource Center Closing Tips Afterword Index |
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