Internet Marketing (NetEffect Series) / Edition 1

Paperback (Print)
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 93%)
Other sellers (Paperback)
  • All (10) from $1.99   
  • Used (10) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$1.99
Seller since 2014

Feedback rating:

(29)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

Good
2003 Paperback Good Connecting readers with great books since 1972. Used books may not include companion materials, some shelf wear, may contain highlighting/notes, and may not ... include cd-rom or access codes. Customer service is our top priority! Read more Show Less

Ships from: Dallas, TX

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$1.99
Seller since 2009

Feedback rating:

(25697)

Condition: Very Good
Giving great service since 2004: Buy from the Best! 4,000,000 items shipped to delighted customers. We have 1,000,000 unique items ready to ship! Find your Great Buy today!

Ships from: Toledo, OH

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$1.99
Seller since 2008

Feedback rating:

(520)

Condition: Good
Book is in overall good condition!! Cover shows some edge wear and corners are lightly worn. Pages have a minimal to moderate amount of markings. FAST SHIPPING W/USPS TRACKING!!!

Ships from: Dayton, OH

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$1.99
Seller since 2006

Feedback rating:

(60961)

Condition: Acceptable
Shows definite wear, and perhaps considerable marking on inside. 100% Money Back Guarantee. Shipped to over one million happy customers. Your purchase benefits world literacy!

Ships from: Mishawaka, IN

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$1.99
Seller since 2014

Feedback rating:

(1827)

Condition: Acceptable
Reading copy. May have notes, underlining or highlighting. Dust jacket may be missing.

Ships from: Hillsboro, OR

Usually ships in 1-2 business days

  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$1.99
Seller since 2008

Feedback rating:

(16239)

Condition: Good
Prentice Hall, 05/23/2003, Paperback, Good condition.

Ships from: Frederick, MD

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$1.99
Seller since 2014

Feedback rating:

(2774)

Condition: Good
Book has some visible wear on the binding, cover, pages. Biggest little used bookstore in the world.

Ships from: Reno, NV

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$1.99
Seller since 2014

Feedback rating:

(4185)

Condition: Good
Book shows minor use. Cover and Binding have minimal wear, and the pages have only minimal creases. Free State Books. Never settle for less.

Ships from: Halethorpe, MD

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$1.99
Seller since 2006

Feedback rating:

(3870)

Condition: Very Good
Very Good Some wear on book from reading, we guarantee all purchases and ship all items via USPS mail.

Ships from: Toledo, OH

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$17.12
Seller since 2014

Feedback rating:

(4)

Condition: Good
2003-05-23 Paperback Good Expedited shipping is available for this item!

Ships from: Burbank, CA

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Page 1 of 1
Showing All
Close
Sort by

Overview

Be Part of the Conversation!

The Internet has extended the reach of people networks through online technology. Participating in that conversation requires changing existing paradigms for companies internally and targeting markets externally.

Compete on a more level playing field by

  • Listening to the conversations between partners, employees and customers
  • Qualifying and quantifying your company's perspective
  • Applying what you have learned to target your market effectively ... all through the Internet!
Read More Show Less

Product Details

  • ISBN-13: 9780130336286
  • Publisher: Prentice Hall
  • Publication date: 5/28/2003
  • Series: NetEffect Series
  • Edition description: First Edition
  • Edition number: 1
  • Pages: 324
  • Product dimensions: 6.90 (w) x 9.00 (h) x 1.00 (d)

Meet the Author

Barbara Cox earned her doctorate in education and psychology from Stanford University. Her professional life includes work as educator at college/university level, corporate trainer, and textbook author. She has directed the work of marketing departments, including strategic planning, market research, direct response marketing, and public communications. She is the principal of Cox Marketing Services and associate faculty at Saddlebrook College in Mission Viejo, California. She and William Koelzer are the authors of Internet Marketing in Real Estate (Prentice Hall, 2001) and Internet Marketing in Hospitality (Prentice Hall, 2004).

William Koelzer applies more than thirty years of marketing experience to the creation of his work. He has owned his own marketing consulting and promotional firm, Koelzer & Associates, since 1979. He was Vice President of Cochrane Chase & Co., the largest full-service advertising agency in Orange County, California. Koelzer served major clients including Technicolor, Carl's Jr.™ restaurants, Dos Equis™ beer, Armor All™, and AMF Voit®. He is the recipient of two PROTOS awards for Outstanding Achievement, from the Orange County Public Relations Society of America.

Read More Show Less

Read an Excerpt

Listen. Get a grip. Lighten up.

Little doubt remains that the Internet continues to change the ways we do business. Certainly it has changed how we obtain information. Trillions of dollars in annual online purchases underscore the changes in buying behavior. But where do those revenues go? Who is doing the selling? And how do you assure that you are part of it?

Be part of the conversation.

Faster and less expensive modes of travel developed during the last century enabled people to meet face to face with more people. Telephones—until the advent of call distributors and multiple layers of "Press one for. . ."—enabled people to communicate by voice more frequently and more easily. The Internet has added new dimensions to human conversation, extending the reach and personal networks of the millions of people online. Internet users are asking questions and answering them for each other. If your company doesn't learn to participate in the conversation, you probably won't be part of that selling.

Participating in the conversation may require breaking out of some of the old ways—even the old ways that were successful. Mission statements and glossy brochures touting your glories do not, for the most part, convey what online users are looking for. They seek and require more than ivory-tower, self-important declarations. Your brochures are no longer sacred.

Why? Because the online world knows more—much more—than the pre-Internet world that relied on you for the "truth" about products and services and business. The online world has unprecedented access to people who have used those products and services: people with opinions, complaints, praise,advice, information. Your secrets are secret no more. They're on to you. They know about spin.

So, just how do you go about participating in this world? Recognize that your target market is full of people. Yes, you can still think about their group characteristics, needs, and priorities. But talk to them in "real" language. Drop the language of the hawker of wares or the authority from on high. Find ways to listen. (If you don't, someone else will.) And then respond in their language, without corporate puffery. LISTEN

Recognize that your target market is full of people and the rest will follow. Ask these people what they know and what they need. If you listen, they'll communicate their ideas—for tightening your thresher's turn ratio, or making your claim form easier to use, or increasing the safety of your GK04692, or making better tasting biscuits. They'll tell you what they need and what they'll pay for. They'll tell you that the connection on your whats-it is weak, your bathrooms are too small, your Philly sandwich needs more cheese, your customer service department needs to add more weekend hours. And if you don't listen, they'll go and tell others.

That's the point. They go. No time to answer your e-mail? They'll ask somebody else. No time to listen? They'll tell somebody else. No time to consider their ideas? Someone else will. Good-bye.

Your clients and customers and employees and investors are loyal, you say? Loyalty? What loyalty? All gone loyalty. Online purchasers can change suppliers, channels of distribution, manufacturers, or bookkeeping services as easily as they can move a mouse or press a button. Listen. Talk. No time? Hear the click? GET A GRIP

Take a hard look at who you are and what you do, your products and your services, and try to put them in perspective. If you do this honestly, some of what you see may be humbling. That's good. It will help you talk more honestly, more directly. It will help you listen.

How's your company management philosophy working for you? Are you still functioning as a holy hierarchy? You risk moving from hierarchy to anarchy if you continue. Conversation is a great leveler. Your company's internal communications, whether you've noticed or not, are being corrupted and subverted. People are talking. Let them. Better yet, help them. And, while you're at it, help them talk with the people in your marketplace. Otherwise the marketplace will go elsewhere. Or your people will. LIGHTEN UP

This book is intended for people who want to become part of the conversation or who want to help others do so. It includes practical how-to Internet marketing information in straightforward language. You don't need a college degree in the theoretical foundations of commerce to benefit from these chapters. The concepts are straightforward. The procedures aren't difficult.

People who work as part of a marketing or customer service team will learn how to extend their effectiveness through Internet marketing. Those who are part of a nonmarketing team will learn why Internet marketing affects them, why they should care, and how they can help.

Entrepreneurs who run a small business or an independent professional building, or who hope to retain a client base will find out how to derive maximum benefit from their Internet marketing time and efforts.

Marketing consultants will discover a wealth of tools, tips, and insights to share with clients.

Students preparing to enter the marketing workplace will acquire the analytical tools and the practical skills valued by today's businesses.

If you read only this page, but take away the message that Internet. marketing is about people, about the conversation, and about taking yourself less seriously, we think you'll at least be headed in the right direction. INTERNET MARKETING

It is the aim of Internet Marketing to avoid theoretical and highly technical discussions. We aim to provide useful, practical information in plain language. We also present the information in ways that make learning easy.

The four parts of the book address:

  • what e-commerce is all about m what Web sites should do and look like
  • how to increase the likelihood that people will find your Web site
  • how to use e-mail effectively

Each of the four parts opens with a list of terms and their definitions, enabling you to preview some of the Internet language presented in that section.

Each chapter begins with a section called "The Basics" and follows with more detail and explanation and how-to in a section called "Beyond the Basics." Various stops along the way—called "Try It," "Analyze It," or "You Decide" —provide activities to help learners evaluate their understanding or try out a technique or tool. Don't skip them. They're not difficult or time-consuming, and they really will help clarify understanding and improve skills.

Each chapter closes with a short summary to remind you of where you've been, followed by a list of review questions. Possible answers to the review questions are included at the back of the book.

There are two appendixes. The first is a checklist to help you plan and manage Internet marketing for your product, service, or business. The second is a list of Web sites that you might find helpful for various purposes. The book closes with a glossary of the terms presented throughout the book. Use it for quick reference, to test yourself, or to review the terminology.

Read More Show Less

Table of Contents

Preface
About the Authors
Pt. 1 Businesses on the Web 1
1 Types of Businesses, Types of Sites: Introduction to E-Commerce 3
Pt. 2 Creating and Building an Internet Presence 21
2 Standing Out from the Crowd: Positioning, Audience, and Goals 25
3 More than a Pretty Face: Web Site Content 49
4 The Key to Stickiness: Interactive Functions 79
5 Look 'n' Feel: Site Appearance and Organization 111
Pt. 3 Getting Found 141
6 Portals, Vortals, Search Engines, and Directories 145
7 Internet Advertising of Your Web Site: Links, Banners, Tiles, and More 173
8 Promotion On and Off the Net and Print Advertising 203
Pt. 4 Effective E-Mail 225
9 E-Mail Marketing 229
10 E-Mail Mechanics 247
11 Composing E-Mail 263
Answers to Chapter Review Questions 281
App. A Create an Internet Marketing Action Plan 295
App. B Resources on the Web 303
Glossary 311
Index 319
Read More Show Less

Preface

Listen. Get a grip. Lighten up.

Little doubt remains that the Internet continues to change the ways we do business. Certainly it has changed how we obtain information. Trillions of dollars in annual online purchases underscore the changes in buying behavior. But where do those revenues go? Who is doing the selling? And how do you assure that you are part of it?

Be part of the conversation.

Faster and less expensive modes of travel developed during the last century enabled people to meet face to face with more people. Telephones—until the advent of call distributors and multiple layers of "Press one for. . ."—enabled people to communicate by voice more frequently and more easily. The Internet has added new dimensions to human conversation, extending the reach and personal networks of the millions of people online. Internet users are asking questions and answering them for each other. If your company doesn't learn to participate in the conversation, you probably won't be part of that selling.

Participating in the conversation may require breaking out of some of the old ways—even the old ways that were successful. Mission statements and glossy brochures touting your glories do not, for the most part, convey what online users are looking for. They seek and require more than ivory-tower, self-important declarations. Your brochures are no longer sacred.

Why? Because the online world knows more—much more—than the pre-Internet world that relied on you for the "truth" about products and services and business. The online world has unprecedented access to people who have used those products and services: people with opinions, complaints, praise, advice, information. Your secrets are secret no more. They're on to you. They know about spin.

So, just how do you go about participating in this world? Recognize that your target market is full of people. Yes, you can still think about their group characteristics, needs, and priorities. But talk to them in "real" language. Drop the language of the hawker of wares or the authority from on high. Find ways to listen. (If you don't, someone else will.) And then respond in their language, without corporate puffery.

LISTEN

Recognize that your target market is full of people and the rest will follow. Ask these people what they know and what they need. If you listen, they'll communicate their ideas—for tightening your thresher's turn ratio, or making your claim form easier to use, or increasing the safety of your GK04692, or making better tasting biscuits. They'll tell you what they need and what they'll pay for. They'll tell you that the connection on your whats-it is weak, your bathrooms are too small, your Philly sandwich needs more cheese, your customer service department needs to add more weekend hours. And if you don't listen, they'll go and tell others.

That's the point. They go. No time to answer your e-mail? They'll ask somebody else. No time to listen? They'll tell somebody else. No time to consider their ideas? Someone else will. Good-bye.

Your clients and customers and employees and investors are loyal, you say? Loyalty? What loyalty? All gone loyalty. Online purchasers can change suppliers, channels of distribution, manufacturers, or bookkeeping services as easily as they can move a mouse or press a button. Listen. Talk. No time? Hear the click?

GET A GRIP

Take a hard look at who you are and what you do, your products and your services, and try to put them in perspective. If you do this honestly, some of what you see may be humbling. That's good. It will help you talk more honestly, more directly. It will help you listen.

How's your company management philosophy working for you? Are you still functioning as a holy hierarchy? You risk moving from hierarchy to anarchy if you continue. Conversation is a great leveler. Your company's internal communications, whether you've noticed or not, are being corrupted and subverted. People are talking. Let them. Better yet, help them. And, while you're at it, help them talk with the people in your marketplace. Otherwise the marketplace will go elsewhere. Or your people will.

LIGHTEN UP

This book is intended for people who want to become part of the conversation or who want to help others do so. It includes practical how-to Internet marketing information in straightforward language. You don't need a college degree in the theoretical foundations of commerce to benefit from these chapters. The concepts are straightforward. The procedures aren't difficult.

People who work as part of a marketing or customer service team will learn how to extend their effectiveness through Internet marketing. Those who are part of a nonmarketing team will learn why Internet marketing affects them, why they should care, and how they can help.

Entrepreneurs who run a small business or an independent professional building, or who hope to retain a client base will find out how to derive maximum benefit from their Internet marketing time and efforts.

Marketing consultants will discover a wealth of tools, tips, and insights to share with clients.

Students preparing to enter the marketing workplace will acquire the analytical tools and the practical skills valued by today's businesses.

If you read only this page, but take away the message that Internet. marketing is about people, about the conversation, and about taking yourself less seriously, we think you'll at least be headed in the right direction.

INTERNET MARKETING

It is the aim of Internet Marketing to avoid theoretical and highly technical discussions. We aim to provide useful, practical information in plain language. We also present the information in ways that make learning easy.

The four parts of the book address:

  • what e-commerce is all about m what Web sites should do and look like
  • how to increase the likelihood that people will find your Web site
  • how to use e-mail effectively

Each of the four parts opens with a list of terms and their definitions, enabling you to preview some of the Internet language presented in that section.

Each chapter begins with a section called "The Basics" and follows with more detail and explanation and how-to in a section called "Beyond the Basics." Various stops along the way—called "Try It," "Analyze It," or "You Decide" —provide activities to help learners evaluate their understanding or try out a technique or tool. Don't skip them. They're not difficult or time-consuming, and they really will help clarify understanding and improve skills.

Each chapter closes with a short summary to remind you of where you've been, followed by a list of review questions. Possible answers to the review questions are included at the back of the book.

There are two appendixes. The first is a checklist to help you plan and manage Internet marketing for your product, service, or business. The second is a list of Web sites that you might find helpful for various purposes. The book closes with a glossary of the terms presented throughout the book. Use it for quick reference, to test yourself, or to review the terminology.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)