49%
Essential Guide to Web Strategy for Entrepreneurs, The

Essential Guide to Web Strategy for Entrepreneurs, The

          
5
4
3
2
1

Available


Premium quality
Premium quality
Bookswagon upholds the quality by delivering untarnished books. Quality, services and satisfaction are everything for us!
Easy Return
Easy return
Not satisfied with this product! Keep it in original condition and packaging to avail easy return policy.
Certified product
Certified product
First impression is the last impression! Address the book’s certification page, ISBN, publisher’s name, copyright page and print quality.
Secure Checkout
Secure checkout
Security at its finest! Login, browse, purchase and pay, every step is safe and secured.
Money back guarantee
Money-back guarantee:
It’s all about customers! For any kind of bad experience with the product, get your actual amount back after returning the product.
On time delivery
On-time delivery
At your doorstep on time! Get this book delivered without any delay.
Quantity:
Add to Wishlist

About the Book

Finally, there's a hype-free, business-focused guide to Web strategy for every entrepreneur. Tom Bergman and Stephan Garrison present intelligent, implementable strategies for integrating the Web's capabilities into your existing business, extending its reach, and minimizing its costs. From start to finish, the focus is on realism -- and on profit.KEY TOPICS:Drawing upon the experiences of real-world companies, Bergman and Garrison demonstrate how to formulate strategies that use existing assets, minimizing risk and out-of-pocket costs and maximizing profit. Coverage includes every aspect of deploying the strategy, including choosing a Web host, creating content, evaluating Web designs, securing your site, handling transactions, and much more. The book also includes detailed coverage of marketing, organized around the four dimensions that drive any business: price, place, product and promotion. The authors also provide an easy-to-understand glossary of key Web terms. MARKET:For serious entrepreneurs and business professionals, especially those who are deeply skeptical of the hype that has surrounded the Internet, e-commerce and e-business.

Table of Contents:
Preface. Introduction. I. GETTING STARTED IN E-BUSINESS. 1. Responsible Email Targeting. Opt-In or Opt-Out? Why Not Spam? Email List Development. Buying Lists. Renting Lists. Building Lists. 2. Powerful Promotions Through Email. Direct Email Marketing. Similarities. Differences. Email Promos. Email Newsletters. Timing. Piggyback Email Marketing. Viral Marketing. 3. Improved Operations through Increased Email Use. Making the Most of Email in Your Business. Personal Email Systems. LAN-Based Email Systems. PC-Based Personal Email Systems. ASP-Based Email Systems. Choosing the Right Personal Email System. Mailing Lists. Alternative Mailing List Tools. What Can You Do with a Mailing List? Choose the Mailing List Tool that Best Fits Your Strategy. Privacy in Business Email. 4. The Role of the Web in Your Business Information System. Choosing the Right Kind of Network. Intranet. Extranet. Virtual Private Networks. Improving Operations. High-Touch Web-Based Customer Service Through High Tech. Think Warmer! Order Tracking: Let Customers Save You Money by Doing It Themselves! Customer Help: Just Answer the Question!!! 5. Using a Brochure Web Site to Tell Your Story as it Evolves. About Us. Contact Us. Industry Overview. Product Pages: The Unique Selling Proposition. Entry or Home Page. Making a Good First Impression. What Not to Do. Telling Visitors Whose Site They are Visiting. Providing Easy Access to Interior Pages in the Web Site. 6. Web-Based Electronic Commerce. Security First. Hacker Attacks on Your PC. Hacker Attacks on Your Web Site. Damage or Loss of Business Data. Catalog Web Site: Is Online Ordering Right for Your Business? Do Your Customers Want to Order Online? Will Your Business System Support Online Sales? Subscription Web Site: Will Customers Pay You for Access? Download Web Site: If You Can Download it, Do it! Application Service Provider (ASP) Web Site. II. IMPLEMENTATION FIRST STEPS: FAST, EASY, INEXPENSIVE, AND SAFE. 7. First Principles for Getting Started Using the Internet in Your Small Business. The Project Must be Fast. The Project Must be Easy. The Project Must be Inexpensive. The Project Must be Safe. Lawyer Time! 8. Mailing List Marketing: Choose the Right Tool and Develop a List. Three Choices in Mailing List Tools: How They Work. PC-Based Mailing Lists. Free Mailing Lists. Fee-Based ASP Mailing Lists. Acquire Email Lists. Rent a List. Build a Prospect List: Think Incrementally. 9. Mailing List Policies and Procedures: Getting it Right. Overview Of Procedures. Determine the purpose and goals of your mailing list application. Manage your email lists. Subscribe New Members to Your Discussion Group or Newsletter. Unsubscribe Members who Wish to Leave Your Discussion Group or Stop Receiving Your Newsletter. Honor Remove Requests. Delete Bounced Messages. Manage the messages you send. Determine an Appropriate Frequency for Sending Email. Design the Message. Send Messages. Archive Messages. Manage responses. Handling Email Responses. Moderate Discussion Postings. Assess Mailing List Performance. 10. Developing a Web Infrastructure. Get Connected to an ISP. Acquire a Domain Name of Your Own. Rent Host Space. Host Space. Data Transfer Allowance. Microsoft FrontPage and FTP Support. Web Site Statistics. Email Services from Your Host Service Provider. Choose an E-commerce Service Provider. Shopping Cart Systems. Secure Web Hosting. Online Payment Processing. 11. Build Your Web Development Toolkit. HTML. MS FrontPage. WSFTP. Graphics Tools. 12. Web Design Principles and Procedures. Decide What Exactly You Want from Your Web Site. Decide on a Structure for Your Site and Develop a Rough Site Plan. Decide What Interactive Elements You Need. Decide What Graphics You Want to Include. Write the Text for Each Page in Your Site. Determine Your Budget and Timeframe for the Project. Establish Your Web Infrastructure. Collect Your Toolkit. Discuss Your Site Plan with at Least Three Developer Candidates and Obtain Written Proposals. “What is the smallest job you have done in the past year?” “Who does the work: you or a staff member, and is your staff member an employee or a sub-contractor?” “What development tools do you use?” “When could you start and finish my job?” “What questions do you have for me?” Evaluate the Developer Proposals and Select Your Developer. Monitor the Development Progress. Establish Procedures for Ongoing Site Maintenance. 13. Constructing the Elements of a Web Site. Template Pages. Page Headers. Page Footers. Menubars. Don't Get Cute: Use Words Rather than Icons. Make the Menubar Small and Put it Where it Goes. Put The Whole Menubar on Every Page in the Web Site. Repeat the Menubar at the Bottom of All Pages that Require the Visitor to Scroll down to Get to the End. Make Sure Your Menubar Takes Visitors to the Action Page with a Single Click. Site Map. Interactive Forms. Content Mailers. Discussion Forums. Newsletter/Discussion Group Subscriptions. Order Forms and Shopping Carts. Search Components. Appointment Scheduling. Connections to Other Services. 14. Supporting and Refining Your Web Site. Managing Graphics For Maximum Impact. Reuse and Resize Images. Use the Right Image Format and Optimize. Animated GIFs. Flash Animations. Using Enhancements to Promote Stickiness. Chat Rooms. Message Boards. News Feeds. Counters. DHTML and CSS. Streaming Audio and Video. Developing and Maintaining Content. List the Kind of Content You will Provide. Determine Who will Develop the Content. Consider How You will Maintain Control over Quality. Consider How Often and to What Extent Content will Need to be Updated. Estimate the Host Space You will Need to House the Content. Determine the Various Levels of Access to Content you Wish to Provide. Determine the Extent of Your Distribution Plan. Developing an E-Commerce Back-end. 15. Generating Traffic. Helping Prospects Find You. Choosing an Appropriate Domain Name. Choosing an Appropriate Host Service. Managing Search-Engine Positioning. DirectHit. Pay-per-Click Services. Reciprocal Links. Special-Interest Directory Listings. Driving Prospects to Your Site. Banner Ad Systems. Email Promos and Newsletters. Conventional Advertising. Affiliate Systems. Integrated Marketing System. III. MAKING SURE IT WORKS: PLANNING, TUNING, AND BUDGETING. 16. Internet Marketing Basics. Personal Service Businesses. Big-Decision Businesses. Shopping Destinations. 17. Developing an Email Marketing Plan and Budget. 18. Developing a Web Marketing. Plan and Budget. Keeping Tabs on Traffic. Budgeting. Index.


Best Sellers


Product Details
  • ISBN-13: 9780130621115
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Addison Wesley
  • Height: 177 mm
  • No of Pages: 336
  • Series Title: Essential Guide
  • Weight: 522 gr
  • ISBN-10: 0130621110
  • Publisher Date: 27 Sep 2001
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Spine Width: 22 mm
  • Width: 233 mm


Similar Products

How would you rate your experience shopping for books on Bookswagon?

Add Photo
Add Photo

Customer Reviews

REVIEWS           
Click Here To Be The First to Review this Product
Essential Guide to Web Strategy for Entrepreneurs, The
Pearson Education (US) -
Essential Guide to Web Strategy for Entrepreneurs, The
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

Essential Guide to Web Strategy for Entrepreneurs, The

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book
    Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    New Arrivals


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!
    ASK VIDYA