| How Much for Just the Spider? Strategic Web Site Marketing for Small-Budget Businesses by Bobette Kyle is a primer for developing a strategic Web site marketing plan. Using a five step process, Kyle shows how to effectively and economically incorporate the Web into overall marketing strategies. She helps readers understand market research, industry analysis, SWOT analysis, segmenting, targeting, and more. Each chapter includes cost-categorized resources for easier budgeting. Through the book's companion site, WebSiteMarketingPlan.com, readers receive exclusive Book owner's bonuses and updated resource links.
Abbreviated Table of Contents
Section 1: Marketing and the Web
* Some Marketing Basics
* Web Site Development
* Effective Web Sites
Section 2: Your Marketing Plan
* Developing A Plan
* Implementing The Plan
* Information Gathering
* Research and Data Analysis
* Segmenting and Targeting
Section 3: Promotional Tactics
* Public Relations
* Search Engines and Directories
* Cross Promotion
* Advertisements - Paid, Bartered, and Free
* Advertisements - Direct Email Messages
* Electronic Newsletters (Ezines)
* Customer Incentives
* Off-line Tactics
Special: Reader’s Bonus Codes
|
