小企业在线解决方案：成功5步骤THE ESSENTIAL ONLINE SOLUTION: THE 5-STEP FORMULA FOR SMALL BUSINESS SUCCESS
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作者： Rick Segel著
出 版 社： 吉林长白山
出版时间： 2006-12-1字数：版次： 1页数： 277印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780471920533包装： 精装编辑推荐
作者简介：
RICK SEGEL, CSP, a seasoned retailer of twenty-five years, owned one of New England's most successful independent women's specialty stores. He is the marketing expert for Staples.com, the cocreator of the Retail Technology Assessment for Microsoft, and a founding member of the Retail Advisory Council for Johnson & Wales University. Segel is the Director of Retail Training for the Retailers Association of Massachusetts. He is also the creator of the Retailers Association of Massachusetts Awards of Excellence Program (RAMAEs), which has recognized over thirty of the most innovative retailers in the state. Segel holds the Certified Speaking Professional designation and has been a featured speaker in over 1,400 presentations. He is also the author of Retail Business Kit For Dummies (Wiley), which became the number-one selling retail how-to book in the United States.
内容简介
With big-box stores dominating today’s business landscape, small business owners are facing serious challenges. But there is a way to level the playing field and win—and The Essential Online Solution will show you how. Written by industry experts, this book outlines a five-step formula that will allow you to harness the power of the online world and improve your company’s bottom line.
目录
1 Introduction
Step I: Uncovering the Possibilities
2 Online Business Solutions
Where Are We At? Understanding the Past, Present, and Future of Online Business
3 Why Do People Buy Online?
What Motivates Them?
4 The Big Picture
The Levels of Online Commerce
Step II: Building Practical, Powerful, Professional Web Sites that WORK
5 Understanding Web Sites
The Front Door to Your Online Business
6 Our Rules for Killer Sites
7 Building Your Web Site
It’s Easier than You Think
8 The Winners and Losers
Web Site Critiques of the Good, the Bad, and the Ugly
Step III: Positioning You as the Source: Creating Expert Status
9 E-mail Marketing or Is It Pinpoint Marketing?
10 The Blog
The Tool that Can Change Your Business
11 Podcasting
The Sweet Sounds of Success
Step IV: Creating the Buzz with Clicks and Clends
12 Web Positioning
How Do They Find You?
13 Pay Per Click: A.K.APay for Performance
A New Way to Advertise
14 Advertising
Traditional and Nontraditional
15 Viral Marketing
Step V: Sell, Sell, Sell
16 Going, Going, Gone—eBay and Online Auctions
Are They Right for You?
17 Sell for Me
Affiliate Programs Get You on the Map
18 Bringing It All Together
Index
