Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide

ISBN-13: 9780471441090 / Angielski / Miękka / 2001 / 272 str.

Ralph F. Wilson

Opis

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.

Recenzje

"...contains a great deal of sensible advice..." (Marketing, 14 March 2002)

"...easy text with hands on advice that could prove useful to the beginner as well as the more experienced person." (M2 Communications, 19 April 2002)

Spis treści

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.

P1––Product Strategy.

P2––Place (Distribution).

P3––Promotion.

P4––Price: 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.

O autorze

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.

Blurb

Build a Solid Foundation for e–Business Success!

Nothing drives an e–business like a killer marketing plan. In this eye–opening guide, Ralph "Doctor Ebiz(r)" Wilson shows you, step by step, how to construct an e–business marketing plan that will focus your efforts, energize your staff, and generate the sales you crave–fast!

Doctor Ebiz shows you how to identify e–business opportunities, brand your Web site, and define your e–business niche. You′ll also discover how to develop a unique sales proposition, analyze your industry and your competition, and attract the best customers to your site. This powerful resource provides the know–how you need to:
∗ Set goals for your e–business
∗ Differentiate your company′s products and services
∗ Position your company in the consumer′s mind
∗ Master product strategy, placement, promotion, and pricing
∗ Budget and implement your plan

Complete with hands–on exercises that let you perfect each step before applying it, Planning Your Internet Marketing Strategy is the road map you need to follow your route to e–business success!