Net Results.2: Best Practices for Web Marketing

Overview

With the dot-com revolution, an entire new breed of book?the technology/commerce title has emerges as the pioneer's guide. Discounting the initial-sales spike for this title, demand for Net Results has been growing, particularly over the last 14 months (coinciding with the increased attention paid to e-commerce). Net Results has received superlative reviews; the consistent theme in the comments is that the book is comprehensive; full of real-world advice; written by authorities of exceptional qualification; and ...
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Overview

With the dot-com revolution, an entire new breed of book—the technology/commerce title has emerges as the pioneer's guide. Discounting the initial-sales spike for this title, demand for Net Results has been growing, particularly over the last 14 months (coinciding with the increased attention paid to e-commerce). Net Results has received superlative reviews; the consistent theme in the comments is that the book is comprehensive; full of real-world advice; written by authorities of exceptional qualification; and has advice that is not easily outdated, reflecting an impressive understanding of and vision for web marketing issues of the near future. Simply: Net Results is a proven winner. This book is a walking tour of what to do and what to avoid, hosted not by a professional writer (as many competitive titles are), but by experts who rely on their own advice for continued success in their own dot-com businesses.
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Editorial Reviews

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The Barnes & Noble Review
When the e-commerce survivors come up for air, they'll find enormous opportunities still exist -- for new and "bricks-and-mortar" companies smart enough to learn the right lessons. Those lessons have been gathered into a single book: NetResults.2: Best Practices for Web Marketing.

In this book, three battle-scarred veterans of the e-commerce wars offer real wisdom for every aspect of successful e-commerce, starting with setting goals, identifying your value proposition, and determining where your return on investment is going to come from. Next, you'll find practical audience development strategies: up-to-date techniques for improving your position on search engine results, "word of Web" viral marketing approaches, affinity sites and affiliate programs, and more.

There's a full chapter on web-savvy public relations and another on making sense of the conflicting claims and measurements associated with web advertising.

E-commerce is never going to be easy again (if it ever was). But this book's advice can significantly improve your chances of long-term success. (Bill Camarda)

Bill Camarda is a consultant and writer with nearly 20 years' experience in helping technology companies deploy and market advanced software, computing, and networking products and services. His 15 books include Special Edition Using Word 2000 and Upgrading & Fixing Networks For Dummies®, Second Edition.

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Product Details

  • ISBN-13: 9780735710245
  • Publisher: Pearson Education
  • Publication date: 11/21/2000
  • Series: Voices That Matter Series
  • Edition description: REV
  • Edition number: 2
  • Pages: 343
  • Product dimensions: 6.84 (w) x 9.11 (h) x 0.88 (d)

Table of Contents

Introduction 1
Pt. I Get the Site Right: Web Fundamentals
1 Return on Investment Goals 9
2 Web Value Propositions 35
3 Design Optimization 69
Case Study 1 GiftCertificates.com: Refining Usability 91
4 Using Domain Names to Build Your Brand 97
Pt. II Audience Development
5 Find and Be Found: Strategies for Search Engines and Directories 131
6 Word of Web: Email, Permission, and Viral Marketing 157
Case Study 2 Alkami BioSystems: Bootstrap Marketing for BioTech 195
7 Building Online Audiences: Affinity Sites and Affiliate Programs 199
Case Study 3 Small Business Depot: The Value of Good Company 225
8 Media Savoir-Faire: Public Relations for a Digital Age 229
Paid Media: Making Dollars and Sense with Web Advertising 273
App Internet Resources 317
Index 327
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Customer Reviews

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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted February 9, 2001

    Market your web site

    NetResults.2 is an overview of what is necessary to market a web site. Nine chapters explain things from Investment Goals to Public Relations. Each chapter has pictorial examples of the explanation and a Resource section at the end of each chapter. The book is printed in an easy-to-read font, large enough to make reading a breeze. The Content section contains seven pages, an appendix of Internet Resources is nine-pages and the index section is seventeen pages long making it user-friendly. On each cover is an extra ¿turn over¿ so you can ¿bookmark¿ where you stopped reading and as an added incentive, the book cover is plastisized so you can read and drink your coffee without fear of spillage!

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  • Anonymous

    Posted December 7, 2000

    USE THE WEB BETTER!

    Bruner's earlier book was good, but this offered better more complete guidance. In today's ever-changing tech world, it's invaluable to receive sensible advice on what works and what doesn't. This will help you more effectively get a marketing message out over the Web...and get results!

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  • Anonymous

    Posted July 17, 2009

    No text was provided for this review.

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