The Big Book of e-Commerce Answers
How to turn your website into a money machine
Published on 11. October 2001
Book
Paperback/Softback
328 pages
978-0-273-65628-9 (ISBN)
Description
Managers need to manage. In e-commerce the "techies" far too easily pull the wool over their eyes. The alternative to building knowledge is to have the technical people, advertising agencies or marketing departments making the business decisions that would normally be the sole responsibility of the front-line manager. This book puts the control back where it belongs.
No commercial enterprise can be without an effective web presence but to be effective as a business activity, business managers need to be able to produce a robust and viable e-commerce strategy. This book helps the reader plan and operate a well-founded e-commerce operation, whilst suggesting ways in which to make the best use of technology to improve productivity and reduce costs. The Big Book of e-Commerce provides a clear understanding of how the Internet, investment in technology and e-commerce work. In plain, it is a book aimed at those more interested in web profits, than web prophets.
No commercial enterprise can be without an effective web presence but to be effective as a business activity, business managers need to be able to produce a robust and viable e-commerce strategy. This book helps the reader plan and operate a well-founded e-commerce operation, whilst suggesting ways in which to make the best use of technology to improve productivity and reduce costs. The Big Book of e-Commerce provides a clear understanding of how the Internet, investment in technology and e-commerce work. In plain, it is a book aimed at those more interested in web profits, than web prophets.
More details
Language
English
Place of publication
Harlow
United Kingdom
Target group
Professional and scholarly
Dimensions
Height: 235 mm
Width: 155 mm
Thickness: 17 mm
Weight
500 gr
ISBN-13
978-0-273-65628-9 (9780273656289)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Tom Lambert is Chairman of Costal Sites (Europe) Ltd. Coastal Sites is the European member of an international consortium of the world's leading web site positioning and marketing consultancies.
Content
CONTENTS Introduction and Section one The Internet opportunity and pitfalls Section one - The Internet opportunities and pitfalls
Fad or future
Growth and opportunity
The purpose of technology
The people development question
Marketing online: some preliminary thoughts and facts
Section two - Tools and techniques for success
Planning: the antidote to pathetic performance
Market dominance: the only game in town
International trend analysis
The profits and perils of being first to market
The tools in detail
We need money to succeed
Section three - Questions that only you can (and must) answer to optimise results Section four - The big decision - why go online?
It isn't all plain sailing- but can i be?
Employee behaviour: time wasting has never been easier
Future positive - for some
It's the money, stupid
The online customer
Things that worry us
Tomorrow the world
People again
The environment and other valid concerns
Section five - Marketing your web site
Killing the infoclutterbug
Spam may not be good for you
The serious business of marketing a web site
What's in a name? A rose by any other name would not smell as sweet
Keywords hold a key
Having others sell for you
I am a superior salesperson
Section six - The market in brief
A reminder of important
Section seven- Planning your Internet strategy and tactics
The basic of online marketing and selling
Search engines
More about keywords
More about search engines and directories
Strategy and tactics in greater deal
The proper use of e-mail
Can i get by without a web site
Back to the real world
A strategic and tactical summary
Fad or future
Growth and opportunity
The purpose of technology
The people development question
Marketing online: some preliminary thoughts and facts
Section two - Tools and techniques for success
Planning: the antidote to pathetic performance
Market dominance: the only game in town
International trend analysis
The profits and perils of being first to market
The tools in detail
We need money to succeed
Section three - Questions that only you can (and must) answer to optimise results Section four - The big decision - why go online?
It isn't all plain sailing- but can i be?
Employee behaviour: time wasting has never been easier
Future positive - for some
It's the money, stupid
The online customer
Things that worry us
Tomorrow the world
People again
The environment and other valid concerns
Section five - Marketing your web site
Killing the infoclutterbug
Spam may not be good for you
The serious business of marketing a web site
What's in a name? A rose by any other name would not smell as sweet
Keywords hold a key
Having others sell for you
I am a superior salesperson
Section six - The market in brief
A reminder of important
Section seven- Planning your Internet strategy and tactics
The basic of online marketing and selling
Search engines
More about keywords
More about search engines and directories
Strategy and tactics in greater deal
The proper use of e-mail
Can i get by without a web site
Back to the real world
A strategic and tactical summary