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Tables of Contents for Web Catalog Cookbook
Chapter/Section Title
Page #
Page Count
Acknowledgments
vii
1
Introduction
viii
Chapter 1 Benefits of an Online Web Catalog
1
22
What Is Electronic Commerce on the Internet and Why Is It Important?
2
3
The Potential of Web Commerce
5
5
Benefits of the Web to Retail, Direct, and Mail-order Companies
10
5
Applications of the Web Catalog
15
6
Summary
21
2
Chapter 2 Basics of Online Sales and Marketing
23
42
One-to-One Future
24
6
Which Products Will Sell Online
30
6
How the Web Is Unlike Other Marketing Vehicles
36
9
What Does an Online Customer Value?
45
6
Keys to a Successful Web Catalog: Organization, Content, Interactivity, and Feedback
51
11
Summary
62
3
Chapter 3 Planning a Web Catalog
65
24
What You Need to Know about Web Commerce Technology
66
9
Web Planning Steps
75
9
Web Commerce Server Systems
84
2
Summary
86
3
Chapter 4 Designing a Web Catalog
89
34
Web Site Architecture
90
9
Web Site Checklist
99
10
Web Graphics Guidelines
109
3
Web Copy Guidelines
112
5
"Beta Testing" Your Web Site
117
3
Summary
120
3
Chapter 5 The Basics of HTML
123
34
Just What Is HTML?
124
1
Page Layout
125
1
General Features and Capabilities of HTML
126
2
Structure of HTML Documents
128
23
Forms
151
6
Chapter 6 Preparing Your Text and Graphical Content
157
22
Getting Started
158
2
Using the Banners and Icons on the Web Catalog Cookbook CD-ROM
160
6
Managing Text and Art Files
166
4
Creating Original Banners and Icons
170
3
Converting an Existing Print Catalog
173
3
Summary
176
3
Chapter 7 Working With a Web Service Provider
179
22
Selecting a Web Service Provider
180
6
Establishing a Web Hosting Account
186
2
Installing the Guest Track Light Software
188
12
Summary
200
1
Chapter 8 Building Your Basic Web Catalog
201
36
Copying HTML Templates and Graphics from CD-ROM
204
2
Steps for Each Set of Basic Templates
206
1
Using Templates from Basic #1
206
9
Using Templates from Basic #2
215
9
Using Templates from Basic #3
224
10
Uploading Your Web Pages to the Web Server
234
1
Receiving Product Orders
234
2
Summary
236
1
Chapter 9 Building Your Intermediate Web Catalog
237
32
Using GuestTrack to Personalize Your Web Site
241
1
Planning to Use the GuestTrack Personalization System
242
2
Tracking a User on a Web Site
244
3
Directory Usage for a GuestTrack Web Site
247
5
Creating the Personalized Web Site
252
4
Public Home Page
256
3
Static Web Pages
259
1
Creating Product Pages
260
2
Complete Product Index Page
262
1
How to Create the Personalized Product List
263
2
Guest Book
265
1
Customizing the Order Form
265
1
Testing the Intermediate Web Catalog
266
1
Summary
266
3
Chapter 10 Building Your Advanced Web Catalog
269
16
The GT/Catalog Light System
272
1
Becoming the Administrator of Your Product Database
273
1
Entering Product Information
274
2
Creating a Product Index
276
3
Formatting the Product Template Page
279
3
Deleting a Product
282
2
Summary
284
1
Chapter 11 Web Catalog Operations and Fulfillment
285
30
Web Shopping Confidence
286
2
Overview of Web Catalog Transaction and Fulfillment
288
6
Web Order Processing and Fulfillment Options
294
11
Handling Web Customer Service
305
7
Summary
312
3
Chapter 12 Web Site Marketing and Promotion
315
44
Getting the Word Out--Integrated Marketing Communications Plan
316
23
Web Launch!
339
1
Absolutely, Positively, and Right Away: Satisfaction and Retention Programs
340
9
Measuring Web Site Success
349
3
Sideline: Selling Ads on Your Web Site
352
5
Summary
357
2
Chapter 13 The Next Step
359
14
Keeping In Touch with Your Customers
361
4
Enhancing the Web Experience
365
3
Improving Communications Builds Relationships
368
1
Personalizing the Web Experience
369
2
Summary
371
2
Appendix A
373
12
Appendix B
385
14
Appendix C
399
6
Index
405