The opportunities are endless but you need to know what you want to achieve and how to go about achieving it. In this comprehensive book Simon Collin provides all the latest information you need to understand and use the range of new tools available. He points out the pitfalls as well as highlighting the advantages of using the Internet. Whether you are still planning a start-up or if you're hoping to bring your marketing efforts up to date, you will find this book an essential starting point. E-marketing is packed with references to useful websites and each chapter covers a particular area of marketing and explains how it works on the Net

Table of Contents:
1 Marketing on the Internet 1 Direct marketing 2 Press relations 3 Websites 4 Advertising 4 Brand marketing 6 E-Commerce 6 Response 7 Focus groups 8 Search and research 8 Buying supplies 9 Advice 9 Strategy 10 Check the finances 11 Brand awareness 11 Direct marketing 11 Website 11 Advertise 12 Promote your website 12 Participate 12 Work with the press and the media 12 2 Internet branding 15 Move fast 15 Inventing a brand 18 3 Websites 19 Content and community 20 Website design 22 Using a web design company 25 Your address 27 How do you build it? 28 Advanced features 30 Adding a database to your site 31 Getting web space 32 4 Content 37 Licensing content 40 Multilingual considerations 41 Discussion groups 42 Guest books 44 Link directories 45 Databases 45 Newsletters and mailing lists 46 Maps 48 Chat servers 49 Calendars 51 Feedback forms 51 5 Promoting your site 53 The search engines 54 Make your site search-engine friendly 56 Submit your site to search engines 57 Online review and what’s new listings 59 Reciprocal links 61 Promote your website 62 6 Advertising on the web 65 Web vs print media 66 The cost of advertising 67 Conversation rates 68 Free banner advertising 70 Buying ad space at auction 71 Designing a banner 71 Electronic coupons and tokens 73 7 Measuring response 77 Counting visitors 78 Access logs 79 Analyzing your site visitors 82 Geographic location 83 Domain name 83 Page requests 83 Browser type 84 Referring domains 84 8 Direct Marketing 87 Getting a list of addresses 88 Sending e-mail 90 The message 92 How often? 93 Design and format 93 The content 94 Marketing to newsgroups and mailing lists 95 Careful marketing 96 9 E-Commerce 99 Your online shop 100 Shopping carts 101 Accepting payments 104 Costs 105 Selling advertising on your site 106 10 Public and press relations 109 Press relations 110 Press releases 111 Writing a press release 112 Guidelines for press releases 112 Distributing a press release 113 Public relations 115 Customer service 116 Bad-business and better-business websites 117 Consumer awareness websites 117 Customer support 117 11 Research and study 119 Consumer research and focus groups 120 Research the competition 121 Searching 122 Power searching 125 Newsgroups for research 126 Global business research 127 12 Marketing Talk 129 E-zines 129 Discussion groups 130 Mailing lists 131 Newsgroups 132 Finding a newsgroup 132 Using a newsgroup 133 Appendix Getting Online 135 Choosing an ISP 135 Getting on the Internet 136 Why it’s always so slow 137 Office net policy 138 Setting up the software 139 Browsing the web 140 Electronic mail 141 E-mail standards 131 Web-based e-mail 142 Addressing e-mail 143 Sending to fax, pager or telephone 144 Security and viruses 144 Virus attacks 145 Directory 147 Glossary 167