Synopses & Reviews
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 our Web site at www.wiley.com/compbooks/
Visit the author's Web site at www.internetmarketing.com
Synopsis
Online marketers are not evaluating the Internet with the same strategic thinking they once used for traditional media. Bayne offers marketing solutions that includes help in planning a budget, detailing a tactical success plan and new information on the changing marketplace. CD features all the forms and templates and a password to access a Web site.
Description
System requirments: IBM compatible processor; Windows 95/98/NT; 16 MB RAM minimum, 32 MB recommended; 80 KB hard drive space; web browser, Microsoft Word 95 or higher, Microsoft Excel 95 or higher.
About the Author
KIM M. BAYNE is the co-creator, head writer, and host of the syndicated radio talk show "The Cyber Media Show with Kim Bayne," heard weekly on traditional public radio and on the Web. She is a former high tech marketing communications executive, a frequent speaker at industry conferences, and a writer on Internet marketing for a variety of trade publications. As moderator of the first email discussion group for technology marketers and a pioneer in online promotion, she was among Jim Sterne's first expert guests at his groundbreaking Internet marketing seminars in 1994.
Table of Contents
CREATION: BUILDING YOUR INTERNET MARKETING PLAN.
Writing the Internet Marketing Plan: An Introduction.
Preparing the Business Overview and Executive Summary.
Analyzing Internet Market Statistics.
Formulating Marketing Communications Strategies.
Forming the Internet Marketing Task Force.
IMPLEMENTATION: FITTING THE INTERNET INTO YOUR MARKETING COMMUNICATIONS MIX.
Designing Advertising and Direct-Mail Campaigns.
Utilizing Collateral Materials/Sales Literature.
Developing a Corporate Identity.
Conducting Market Research.
Executing Public Relations and Promotional Programs.
Incorporating Sales Support Functions.
Planning Trade Shows.
Measuring Internet Marketing Results.
Launching Your Internet Marketing Program.
Planning Your Internet Marketing Budget.
Appendices.
Index.