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Tables of Contents for The Unofficial Guide to Marketing Your Business Online
Chapter/Section Title
Page #
Page Count
The Unofficial Guide Reader's Bill of Rights
xi
About the Author
xv
The Unofficial Guide Panel of Experts
xvii
Introduction
xix
I Understand Online Marketing
1
46
Marketing and Your Business
3
24
Your Company's Business Plan
3
11
Creating Your Business Plan
4
2
Define Your Business
6
1
Understand Your Customers
7
1
Target Customer Questionnaire
8
4
Marketing Plan
12
2
Marketing Fundamentals
14
12
What Is Advertising?
14
4
What Are Promotions?
18
1
Word of Mouth Works Best
19
2
What Is Public Relations?
21
2
Keep Everything Synergistic
23
3
Just the Facts
26
1
Seize Online Opportunities
27
20
The Impact of the Internet
29
4
General Benefits of Internet Marketing
30
1
What Makes the Internet So Attractive to Marketers?
30
2
The Internet Offers Personalized Marketing Opportunities
32
1
The Internet Is Changing the Way People Do Business
33
12
Rethinking the Way You Do Business
35
4
Lesson Learned---The Internet Creates Interactive Experiences
39
1
Yours Doesn't Have to Be an e-Commerce Business to Be on the Internet
40
1
The Internet Is a Powerful Brand Building Tool
41
1
Enhancing Customer Service
41
2
Doing Customer Research Online
43
2
Just the Facts
45
2
II Create a Powerful Web Site
47
62
Define Your Domain, Design Your Site
49
28
It's All in the Name
49
8
Understand Domain Name Syntax
49
3
Choose Your Domain Name
52
4
Consider Multiple Domain Names
56
1
Domain Parking is Available: Plan Ahead
57
1
Register Your Domain Name
57
3
The Domain You Really Wanted Is Already Taken...Now What?
58
2
Basic Web Site Design
60
16
Learn From Other Companies
60
2
First Steps in Developing Your Site
62
1
Use Color and Art
63
1
A Note About Web-Safe Color
63
2
Choose the Best Fonts
65
1
Understand and Acquire Graphic Files
66
2
Web Site Design
68
2
Microsoft FrontPage 2000
70
3
Common Web Design Mistakes
73
3
Just the Facts
76
1
Enhance Your Web Site
77
32
Make Your Web Site Sticky
78
8
Application Service Providers
82
2
MyComputer.Com
84
2
Important Site Features
86
15
Simplify the Search
86
1
Encourage Communication With Message Boards
87
1
Encourage Communication With E-Mail Lists
88
2
Learn From Visitor Polls
90
1
Monitor Your Site
91
1
Analyze Site Traffic
92
6
Microsoft's bCentral.Com
98
2
Discounted Ads
100
1
bCentral's ListBot
100
1
Nifty Features
101
4
Macromedia Flash 4
102
1
RealAudio/RealVideo/RealPlayer
103
2
Outside Influences
105
3
iSyndicate
105
1
eShare Expressions Interaction Suite
106
2
Just the Facts
108
1
III Reach Your Customers
109
74
Banner Advertising
111
22
Online Overview
112
2
Common Terms You Should Understand
114
5
Campaign Development
119
7
Decide Where to Advertise
120
1
Banner Ad Design
121
3
Design Guidelines
124
2
Ad Size and Timing
126
2
Banner Exchange Programs
128
3
Just the Facts
131
2
More Online Marketing
133
30
Make the Most of Search Engines
135
10
Register With Search Engines and Directories
136
1
Understand Meta Tags
137
1
Placement Techniques
138
1
Registration Support
139
2
Advertising Opportunities
141
4
Marketing Via E-Mail
145
6
Acquire E-Mail Lists
146
1
E-Mail Management
147
1
Effective E-Mail
148
3
Electronic Publishing
151
6
E-Mail Newsletters and E-Zines
152
3
Cancellation Options
155
1
Convert Printed Materials
156
1
The Autoresponse Advantage
157
1
Affiliate Programs
158
2
Just the Facts
160
3
Public Relations Online
163
20
PR Defined
164
12
Media Kits
165
3
Press Releases
168
6
Company Backgrounder and Executive Bios
174
1
Product Promotion
175
1
Outside Help
175
1
Distribute Your Press Materials
176
3
Establish Media Contacts
179
1
Other Forms of Online PR
180
1
Just the Facts
181
2
IV Learn From the Pros
183
82
Marketing Executives and Content Syndicators Share Their Secrets
185
20
TargetMarket Interactive, Inc.
186
10
Custom-Designed Marketing
188
2
Question and Answer
190
6
iSyndicate
196
8
Question and Answer
197
7
Just the Facts
204
1
Online Marketing and PR Experts Speak Out
205
32
Schwartz Communications, Inc.
206
10
Question and Answer
206
10
Intelliquis International, Inc.
216
8
Question and Answer
218
6
The Internet Marketing Center
224
11
Question and Answer
226
9
Just the Facts
235
2
Learn From the Experience of Others
237
28
Salary.Com
238
8
Question and Answer
240
6
OneCall.Com
246
5
Question and Answer
248
3
Teen Talk Management, Inc.
251
6
Question and Answer
252
5
BostonFashion.Com and SwimsuitModelMagazine.Com
257
2
Question and Answer
259
4
Just the Facts
263
2
Associations
265
4
Recommended Reading List
269
4
Index
273