Web Advertising and Marketing / Edition 2

Web Advertising and Marketing / Edition 2

by Paul Dowling, Tom Kuegler, Joshua Testerman, Brent Taylor
     
 

ISBN-10: 0761513280

ISBN-13: 9780761513285

Pub. Date: 06/01/1998

Publisher: Cengage Learning

This revised edition includes everything needed to launch a successful Web marketing campaign and bring a business online. For one-person operations or multinational corporations, this book provides the necessary Web marketing strategies to make any online presence a profitable hot spot.  See more details below

Overview

This revised edition includes everything needed to launch a successful Web marketing campaign and bring a business online. For one-person operations or multinational corporations, this book provides the necessary Web marketing strategies to make any online presence a profitable hot spot.

Product Details

ISBN-13:
9780761513285
Publisher:
Cengage Learning
Publication date:
06/01/1998
Edition description:
Older Edition
Pages:
552
Product dimensions:
7.42(w) x 9.11(h) x 1.29(d)

Table of Contents

Introduction
1. Paving the Information Superhighway
2. The Five W's of Web Marketing
3. Myths and Facts
4. More Than the Web: Non-Web Tools
5. Web Psychology: Understanding the Internet Mind
6. The Internet and the Law
7. Do's and Don'ts on the Web
8. Migrating to the Internet
9. Before You Begin
10. Design Concepts
11. Web Marketing Strategies: Choosing a Game Plan
12. Attracting Customers
13. The Care and Feeding of Your Web Site
14. Passing the Buck: Getting Paid on the Web
15. Security Issues
16. Intranets and Extranets: The Web's Two-Way Communication System
17. The Web's Other Business Benefits
18. What the Future Holds
19. What Will This Cost?
20. Marketing the Widget on the World Wide Web
Appendix: Online Resources
Glossary
Index

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