A top international authority on Web marketing and e-commerce provides a sure-fire formula for developing a winning e-commerce marketing strategy One of the biggest reasons why so many Internet-based businesses fail isn't poor product or service, or technology failures, or even lack of funding. As Internet marketing guru Ralph F. Wilson explains in this ground-breaking book, a preponderance of e-business failures can be traced back to a lack of know- ledge about the Internet's full potential as a marketing and sales tool. With the help of case studies of outstanding e-business successes and failures, Wilson describes how to develop four, core e-business marketing competencies. Readers learn how to develop a USP, clarify goals, and perform analysis and customer profiling. They also learn how to perform product positioning; develop a balanced promotional mix; provide lifetime customer value; and much more. Ralph F. Wilson (Loomis, CA) is the founding editor of three popular e-business publications read by 130,000 subscribers in 130 countries: Web Marketing Today, Web Commerce Today, and Doctor Ebiz.
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About the Author
RALPH F. WILSON is one of the world's top Web-marketing and e-business authorities. He is the founding editor of Web Marketing Today(r), Web Commerce Today(r), and Doctor Ebiz(r), and his work has been praised in numerous publications, including The Wall Street Journal, Business Week, Business 2.0, and PC Magazine.
Table of Contents
Acknowledgments. Introduction. PART I: STRATEGIC PLANNING. Comprehending the Opportunities for Doing Business on the Web. Making Your Website Purposes Crystal Clear. Devising an Adequate Revenue Plan. Defining a Unique E-Business Niche. Assessing Your Core Competencies. Developing a Unique Sales Proposition (USP). Setting Goals for Your E-Business. PART II: SITUATION ANALYSIS. Performing a SWOT Analysis. Conducting an Industry Analysis. Analyzing the Competition. Understanding Your Customers. PART III: MARKET AND PRODUCT FOCUS. Segmenting Your Internet Market. Differentiating Your Company's Products and Services. Naming Your Online Business. Building Trust in an Unknown Web Business. Positioning Your Company in the Consumer's Mind. PART IV: THE 4 Ps OF MARKETING. P1Product Strategy. P2Place (Distribution). P3Promotion. P4Price: Pricing Strategy. Budgeting for and Implementing Your Internet Marketing Plan. PART V: PUTTING IT ALL TOGETHER. Writing Your Internet Marketing Plan. Appendix: The Internet Marketing Checklist: 27 Ways to Promote Your Website. Index.
Most Helpful Customer Reviews
Forced to recommend a single, up-to-date resource guide for anyone seeking advice and mentoring in terms of creating a web site, my vote is for Dr. Ralph Wilson's Planning Your Internet Marketing Strategy. There are certainly a lot of good books out there, but none does such a fine job of integrating 'classical' marketing theory (i.e. SWOT--Strengths, Weaknesses, Opportunities Threats--and the 4P's of marketing--Product, Place, Promotion, Price) with the unique demands and resources of the Internet. This is a book that only Ralph Wilson could write, as his web site contains the largest repository of marketing and e-commerce articles available--over 9,000 articles in all. Reading this book is like reading an up to date guide to relating marketing theory to the numerous resources available on the web. Most important, if you follow Dr. Wilson's instructions at the end of each chapter, by the time you complete the book, you'll end up with a written Internet Marketing Strategy--something precious few web sites have. Read this book because you need a marketing primer, read this book because you need a digest of web resources or read this book because you like Ralph Wilson's conversational style. Regardless of the reason you read it, read this book.