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Cybermarketing

Overview

Learn the same cybermarketing strategies used by industry leaders such as Compaq Computers, Amyway Corporation, Hyatt Hotels, JP Morgan, and Microsoft. Marketing strategist Craig Settles shows you how to increase your business by improving the way you do business! Build brand awareness and loyalty with online promotions, creative sponsorships and other tactics that get the word out quickly, and create a community of devoted customers; get great direct response with "Buy one, get one free" offers and giveaways - ...
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Overview

Learn the same cybermarketing strategies used by industry leaders such as Compaq Computers, Amyway Corporation, Hyatt Hotels, JP Morgan, and Microsoft. Marketing strategist Craig Settles shows you how to increase your business by improving the way you do business! Build brand awareness and loyalty with online promotions, creative sponsorships and other tactics that get the word out quickly, and create a community of devoted customers; get great direct response with "Buy one, get one free" offers and giveaways - conventional tactics with a cyber-twist that get people to take action now; satisfy information-hungry cybersurfers with briefing papers, "live" seminars, and special reports that make people eager to do business with you; demonstrate and distribute more effectively by letting people see, hear, "touch," and experience your products or services online, and move them closer to the final sale; develop strong relationships with the press and influence your public image through the right combination of e-mail, newsgroups, and online materials; enhance your research capabilities by getting quick, meaningful, and inexpensive feedback online from customers, prospects, key industry people, and even competitors; and expand the level of service and support and reduce costs to your customers, sales people, and re-sellers, while enhancing the quality of your service.

Traditional marketing does not address the radically different dynamics of the cyber world, but Cyber Marketing does. It provides a multidimensional marketing strategy that includes generating sales, selling to existing customers, providing customer service and support, and supplementing traditional marketing activities.

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Product Details

  • ISBN-13: 9781562763282
  • Publisher: Ziff-Davis Press
  • Publication date: 10/28/1995
  • Pages: 300
  • Product dimensions: 5.97 (w) x 9.18 (h) x 0.91 (d)

Table of Contents

Introduction
Ch. 1 The Dawning of the Age of Cyberspace 1
Ch. 2 Cyberspace and Those Who Dwell Within 19
Ch. 3 Bulletin Board Systems and the Internet 39
Ch. 4 Commercial Online Services 61
Ch. 5 The Four-Dimensional Strategy to Cybermarketing Success 79
Ch. 6 Putting the Four Dimensions to Work 99
Ch. 7 Developing Your Own Cybermarketing Tactics 115
Ch. 8 Building Brand Loyalty the New-Fashioned Way: One Customer at a Time 129
Ch. 9 Direct Response Marketing: Get It and Get It Now! 147
Ch. 10 Market Education: Teach Them Well 161
Ch. 11 Production Demonstration and Distribution: Show It and They Will Come 177
Ch. 12 Public Relations: A Whole New Ball Game 191
Ch. 13 Research in Cyberspace: Seek and Ye Shall Find 209
Ch. 14 Service and Support: You Can Never Give Too Much 223
Ch. 15 The Written Word: Your Cybermarketing Plan 237
Appendix: Cybermarketing Essentials for Success: The Online Supplement 249
Index 252
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