Product Description
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.
From the Back Cover
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 the author's Web site at internetmarketing.com
