The bestselling guide to everything you ever needed to know about online marketing - fully updated and better than ever! Online marketing guru Jim Sterne shows you how to apply classic marketing principles to the Internet. He also explains how to take full advantage of the exciting new marketing opportunities presented by the latest Web technologies.
Writing for non-techies, he provides just enough technical detail to help you understand the Web's vast potential as a marketing medium without over-whelming you. In straightforward language, supplemented with fascinating case studies, he tells you what you need to know to:
- Develop relationships with valued customers and build brand loyalty.
- Use personalization tools that tailor content to individual users.
- Mine valuable information about customers.
- Use state-of-the-art select marketing techniques.
- Advertise your site online and through traditional media.
- Make the most of search engines and push technology.
- Use banner advertising.
- Measure the success of online marketing initiatives.