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Online Marketing Handbook (Paperback: 370 pages)

Online Marketing Handbook
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Product Details: Online Marketing Handbook

Contribution by:Daniel S. Janal
Format:Paperback: 370 pages.
Publisher:Van Nostrand Reinhold (04/01/1995)
ISBN:0442020589
Reading Level:

Publisher Notes: Online Marketing Handbook

  •   First Foreword
       by Vinton Cerf

      Second Foreword
       by Cheryl Currid

      Preface

      Acknowledgments

    Sect. 1 Getting Up to Speed on the Information Superhighway1

    1 The Electronic Cash Register: Benefits of Online Marketing3

    2 Essentials of Online Marketing17

    3 Overview of the Internet and Commercial Online Systems43

    4 Netiquette: Rules and Restrictions for Online Marketing75

    5 Market Research87

    6 Becoming a More Effective Marketer107

    Sect. 2 Making the Sale117

    7 Online Shopping119

    8 Forums: Marketing Opportunities for Information Providers209

    9 Building Relationships with E-mail225

    10 Selling Products and Services with Online Classified Ads253

    Sect. 3 Marketing Tools for Building Relationships267

    11 The New Advertising: Creating Effective Advertising Messages269

    12 Public Relations: Influencing Editors and Your Target Market287

    13 Building Relationships with Customer Service335

    14 The Future347

      Appendix353

      Glossary359

      Index361

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