The Internet Marketing Plan: The Complete Guide to Instant Web Presence - Softcover

Bayne, Kim M.

Softcover

ISBN 10: 0471355984 ISBN 13: 9780471355984

Publisher: John Wiley & Sons, 2000

Synopsis

A gold mine of forms, templates, and other valuable tools to create a complete Internet marketing plan

The increasing costs and resources needed for the Web make it more critical than ever before to develop a comprehensive marketing plan to manage your Internet presence more effectively. Written by marketing communications expert Kim Bayne, this book provides all the forms, worksheets, templates, and models that you′ll need to create a plan and put it into action immediately! You′ll learn which data you′ll need to gather in order to make informed decisions, how to analyze Internet market statistics, how to address budget issues, and much more.Offering practical guidance, this book also takes you through the necessary steps to implement your plan. You′ll examine how the Internet fits into your overall marketing program includingadvertising and direct–mail campaigns, public relations programs, trade shows, and other activities.

And you′ll learn how to evaluate different Internet marketing measurement tools, what you can do to ensure a successful launch of your program, and how to choose your Internet service options.

The second edition of this highly successful book provides:
∗ The latest technologies and online marketing methods
∗ Worksheets and forms to create an instant marketing program
∗ Real–world examples integrated throughout the chapters
∗ Tools for determining your Internet marketing budget

The CD–ROM provides you with:
∗ All forms and templates from the book
∗ Bookmarks to useful sites

Visit our Web site at www.wiley.com/compbooks/

Visit the author′s Web site at www.internetmarketing.com

About this title

Review:

The Internet Marketing Plan, subtitled "The Complete Guide to Internet Web Presence", covers much of what you need to know to get your website noticed. You will learn about developing a corporate identity, doing market research, deciding what to put online, promotional activities for your site, bringing all your ideas together into that all-important marketing plan and then actually getting it underway. It's very practical--after all, the main purpose is to help you market your website. Every chapter has lots of real-life examples of websites that illustrate the points made and each concludes with a set of tasks to work through which cumulate into your own marketing plan. Activities throughout the text point to websites to look at for further reading, or give additional things to think about or exercises to try. In general, they add value to the main text in each chapter by encouraging you to think about how it relates to your own website. The book comes with a CD-ROM that includes a spreadsheet to help you budget and a huge list of bookmarks for your Web browser--every website mentioned in the book is here. If you think you've got the next great dot.com idea, The Internet Marketing Plan could help you move from vague outline to practical proposal. --Sandra Vogel

Synopsis:

Marketing remains one of the business functions most effectively performed over the Internet, marketers who have worked in traditional media still often lack Internet experience, and marketers with Internet experience often lack an understanding of traditional techniques and methods. This complete marketing resource shows how to plan, implement and assess an on-line presence. It also shows how to apply rigorous classic marketing methods to the Internet, and how to integrate Internet marketing activities into a company's general marketing plan. A three inch software disk, supplied with the book acts as a blueprint for an Internet marketing plan. It contains sets of checklists, templates and document outlines.

About this edition

• Publisher: John Wiley & Sons
• Publication date: 2000
• ISBN 10: 0471355984
• ISBN 13: 9780471355984
• Binding: Paperback
• Edition number: 2
• Number of pages: 432