{"product_id":"planning-your-internet-marketing-strategy-isbn-9780471441090","title":"Planning Your Internet Marketing Strategy","description":"A top international authority on Web marketing and e-commerce provides a sure-fire formula for developing a winning e-commerce marketing strategy\u003cbr\u003e One of the biggest reasons why so many Internet-based businesses fail isn't poor product or service, or technology failures, or even lack of funding. As Internet marketing guru Ralph F. Wilson explains in this ground-breaking book, a preponderance of e-business failures can be traced back to a lack of know- ledge about the Internet's full potential as a marketing and sales tool. With the help of case studies of outstanding e-business successes and failures, Wilson describes how to develop four, core e-business marketing competencies. Readers learn how to develop a USP, clarify goals, and perform analysis and customer profiling. They also learn how to perform product positioning; develop a balanced promotional mix; provide lifetime customer value; and much more.\u003cbr\u003e Ralph F. Wilson (Loomis, CA) is the founding editor of three popular e-business publications read by 130,000 subscribers in 130 countries: Web Marketing Today, Web Commerce Today, and Doctor Ebiz.Dieser praktische Band schließt eine Marktlücke, denn er vermittelt umfassende Information für die Entwicklung eines erfolgreichen Internet Marketingplans. Autor Ralph Wilson ist ein internationaler Spitzenexperte auf dem Gebiet des Webmarketing und E-Commerce. Hier beschreibt er ausführlich, wie Unternehmen die Vorteile des Internet als wirkungsvolles Marketing- und Vertriebswerkzeug nutzen können, und wie sie erstklassige Produkte oder Dienstleistungen schaffen können, ohne dabei das Schicksal einer Vielzahl gescheiterter E-Business Unternehmen zu teilen. Anhand einer Fülle praktischer Beispiele erläutert Wilson die Kernkompetenzen für den Aufbau eines Wettbewerbsvorteils im Internet und gibt Hilfestellung bei der Definition der Ziele eines E-Business, bei der Marktsegmentierung, der Entwicklung eines effektiven Mix von Werbeaktivitäten und vieles andere mehr. Ralph Wilson ist Gründer des Doctor EbizTM, einem Mitteilungsblatt, das Fragen von kleinen Unternehmen prägnant beantwortet und ihnen dabei hilft, im Dschungel des Internet zu überleben. Profitieren auch Sie von seinem Know-How für ein erfolgreiches Internet Marketing.  Acknowledgments.\u003cbr\u003e \u003cbr\u003e Introduction.\u003cbr\u003e \u003cbr\u003e PART I: STRATEGIC PLANNING.\u003cbr\u003e \u003cbr\u003e Comprehending the Opportunities for Doing Business on the Web.\u003cbr\u003e \u003cbr\u003e Making Your Website Purposes Crystal Clear.\u003cbr\u003e \u003cbr\u003e Devising an Adequate Revenue Plan.\u003cbr\u003e \u003cbr\u003e Defining a Unique E-Business Niche.\u003cbr\u003e \u003cbr\u003e Assessing Your Core Competencies.\u003cbr\u003e \u003cbr\u003e Developing a Unique Sales Proposition (USP).\u003cbr\u003e \u003cbr\u003e Setting Goals for Your E-Business.\u003cbr\u003e \u003cbr\u003e PART II: SITUATION ANALYSIS.\u003cbr\u003e \u003cbr\u003e Performing a SWOT Analysis.\u003cbr\u003e \u003cbr\u003e Conducting an Industry Analysis.\u003cbr\u003e \u003cbr\u003e Analyzing the Competition.\u003cbr\u003e \u003cbr\u003e Understanding Your Customers.\u003cbr\u003e \u003cbr\u003e PART III: MARKET AND PRODUCT FOCUS.\u003cbr\u003e \u003cbr\u003e Segmenting Your Internet Market.\u003cbr\u003e \u003cbr\u003e Differentiating Your Company's Products and Services.\u003cbr\u003e \u003cbr\u003e Naming Your Online Business.\u003cbr\u003e \u003cbr\u003e Building Trust in an Unknown Web Business.\u003cbr\u003e \u003cbr\u003e Positioning Your Company in the Consumer's Mind.\u003cbr\u003e \u003cbr\u003e PART IV: THE 4 Ps OF MARKETING.\u003cbr\u003e \u003cbr\u003e P1--Product Strategy.\u003cbr\u003e \u003cbr\u003e P2--Place (Distribution).\u003cbr\u003e \u003cbr\u003e P3--Promotion.\u003cbr\u003e \u003cbr\u003e P4--Price: Pricing Strategy.\u003cbr\u003e \u003cbr\u003e Budgeting for and Implementing Your Internet Marketing Plan.\u003cbr\u003e \u003cbr\u003e PART V: PUTTING IT ALL TOGETHER.\u003cbr\u003e \u003cbr\u003e Writing Your Internet Marketing Plan.\u003cbr\u003e \u003cbr\u003e Appendix: The Internet Marketing Checklist: 27 Ways to Promote Your Website.\u003cbr\u003e \u003cbr\u003e Index.  \"...contains a great deal of sensible advice...\" (Marketing, 14 March 2002)\u003cbr\u003e \u003cbr\u003e \"...easy text with hands on advice that could prove useful to the beginner as well as the more experienced person.\" (M2 Communications, 19 April 2002) RALPH F. WILSON is one of the world's top Web-marketing and e-business authorities. He is the founding editor of Web Marketing Today(r), Web Commerce Today(r), and Doctor Ebiz(r), and his work has been praised in numerous publications, including The Wall Street Journal, Business Week, Business 2.0, and PC Magazine.  Build a Solid Foundation for e-Business Success!\u003cbr\u003e \u003cbr\u003e Nothing drives an e-business like a killer marketing plan. In this eye-opening guide, Ralph \"Doctor Ebiz(r)\" Wilson shows you, step by step, how to construct an e-business marketing plan that will focus your efforts, energize your staff, and generate the sales you crave-fast!\u003cbr\u003e \u003cbr\u003e Doctor Ebiz shows you how to identify e-business opportunities, brand your Web site, and define your e-business niche. You'll also discover how to develop a unique sales proposition, analyze your industry and your competition, and attract the best customers to your site. This powerful resource provides the know-how you need to:\u003cbr\u003e * Set goals for your e-business\u003cbr\u003e * Differentiate your company's products and services\u003cbr\u003e * Position your company in the consumer's mind\u003cbr\u003e * Master product strategy, placement, promotion, and pricing\u003cbr\u003e * Budget and implement your plan\u003cbr\u003e \u003cbr\u003e Complete with hands-on exercises that let you perfect each step before applying it, Planning Your Internet Marketing Strategy is the road map you need to follow your route to e-business success!","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989796176101,"sku":"NP9780471441090","price":26.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471441090.jpg?v=1761785501","url":"https:\/\/k12savings.com\/products\/planning-your-internet-marketing-strategy-isbn-9780471441090","provider":"K12savings","version":"1.0","type":"link"}