Essential Business Tactics for the Net - Softcover

Chase, Larry; Shulock, Eileen

Softcover

ISBN 10: 0471403970 ISBN 13: 9780471403975

Publisher: John Wiley & Sons, 2001

Synopsis

How to exploit the Web′s full potential for cutting costs and increasing profits in large and small businesses
This new edition of Internet–marketing guru Larry Chase′s bestselling guide is packed with practical information for businesses of all sizes on how to use the Internet to slash operating costs and increase revenue. Readers learn how to save on everything from printing and shipping to travel and employee recruitment. They get useful tips on how to use the Web to test new products, services, and concepts while increasing customer loyalty, along with cutting–edge techniques for mining valuable information about competitors, current customers, and future prospects. Readers will also learn up–to–the–minute Web strategies for building brand identity, zeroing in on target audiences, B2B strategies, and devising and implementing direct marketing and sales support services.

About this title

About the Author

A renegade veteran of twelve years on Madison Avenue, LARRY CHASE is an international Internet marketing expert who has consulted with New York Life, 3Com, Nasdaq, Con Edison, EDS, Electrolux, Auto–By–Tel, 1–800–FLOWERS, and other Fortune 500 companies. He founded the first online ad agency and is the publisher of Web Digest For Marketers (http://wdfm.com). His interviews, articles, reviews, and columns appear in such publications as Advertising Age, Bottom Line Business, DM News, and Inc. magazine. His insights on the Internet are sought after by such media giants as The New York Times, BusinessWeek, USA Today, CBS, CNN, and CNBC as well as scores of trade journals and newsletters.

From the Back Cover

"A great primer for anyone who wants to excel in e–marketing! Larry Chase covers all the basics in this ′must have′ book for online marketers."– Patricia Seybold, author, Customers.com and The Customer Revolution

From the nation′s #1 Internet business expert: how to work faster, cheaper, and smarter inside your company, while implementing strategic marketing tactics outside your company.

The founder of the first online ad agency, Larry Chase was developing successful Internet business, marketing, and sales strategies long before most people had ever heard the word "cyberspace." In his new book, Chase reveals insider′s secrets and tips, garnered from his own experiences and those of his clients, on how to exploit the Net for all it′s worth. You′ll be armed with an arsenal of strategies and tactics that will keep you one step ahead of your competitors.

You′ll learn how to use the Net to:

? Increase purchasing power and reduce operating costs

? Find free information that other people pay for

? Conduct competitive reconnaissance missions

? Test new products, services, and ideas while developing your brand

? Prospect for new business and

create instant, inbound leads

? Build new markets for your products and services

? Design and implement direct marketing, sales, and PR strategies

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2001
• Language: English
• ISBN 10: 0471403970
• ISBN 13: 9780471403975
• Binding: Paperback
• Edition number: 2
• Number of pages: 336