数字营销傻瓜书 Digital Marketing For Dummies？
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作者： Ben Carter著
出 版 社： John Wiley & Sons
出版时间： 2007-1-1字数：版次： 1页数： 281印刷时间： 2007/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470057933包装： 平装编辑推荐
作者简介：
Ben Carter runs his own digital agency and has written for Marketing and New Media Age magazines. Gregory Brooks is a freelance business journalist and industry commentator. Frank Catalano is an Internet marketing consultant. Bud Smith is the author of Creating Web Pages For Dummies.
内容简介
Thirty million online UK customers arejust a click away, and DigitalMarketing For Dummies shows you how to reach them. The author team of Internet and marketing experts introduce you to the latest high-impact tools and techniques so you can promote your business with creativity and innovation, and stand out from your competitors.
Ben Carter runs his own digital agency and has written for Marketing and New Media Age magazines. Gregory Brooks is a freelance business journalist and industry commentator. Frank Catalano is an Internet marketing consultant. Bud Smith is the author of Creating Web Pages For Dummies.
目录
Introduction
About This Book
Conventions Used in This Book
How This Book Is Organised
Part Ⅰ: Getting Started with Digital Marketing
Part Ⅱ: Marketing on the World Wide Web
Part Ⅲ: Marketing with Search
Part Ⅳ: Even More Digital Marketing
Part Ⅴ: The Part of Tens
The Digital Marketing For Dummies Internet Directory
Icons Used in This Book
Where to Go from Here
Part Ⅰ: Getting Started with Digital Marketing
Chapter 1: Getting Net-Savvy
Marketing on the Internet
Introducing the Web
E-mail and mail lists: Unsung online heroes
Online messageboards and forums: The threat and the promise
Online advertising
Wireless access
Considering whether You Need to Market on the Internet
Finding Your Online Market
Internet user profile
Working in the Online World
Chapter 2: Market Size Matters
Using Internet Marketing Resources
Building up your bookmarks
Search tips and tricks
Search engines are your best friends
Following the experts
Sizing Up a Market
Identifying customer characteristics
Customer characteristics and the Internet
Sizing up the competition
Chapter 3: Your Digital Marketing Plan
Assessing Your Current Marketing Efforts
Assessing your current company-level marketing efforts,
Digital marketing at the company level
Assessing current product marketing efforts
Marketing your product on the Net
Net marketing for the one-man band
Matching Your Customer Base to the Online Community
What if my customer base is typically not online?
What if my business is local?
What if my business is global?
Assessing the Competition
Creating a comparison chart
Using your completed chart
Sizing up your pure-play competitors
Sizing Your Digital Marketing Effort
Creating a Written Plan
Implementing Your Digital Marketing Plan
Part Ⅱ:Marketiong on the Worlk Wide Web
Chapter 4: Mastering Your Domain
Choosing an ISP for Digital Marketing
Discovering How Domain Names Work
Breaking down domain names
The competition for domain names
Why domain names are so important
Possible new domain names
Choosing Your Domain Name(s)
Domain name follies
Good and bad domain names
Choosing a company domain name
What if you're local?
Registering Your Domain Name(s)
Registering your domain name yourself
Having an ISP or Web-hosting service register
your domain name for you
Chapter 5: Planning Your Business Web Site
Guiding Principles for Business Sites
Specifying Your Site Content
Creating a Look and Feel for Your Site
……
Chapter 6: Marketing on Your Web Site
Chapter 7: Getting the Most Out of Your Web Site
Part Ⅲ: Marketing with Search
Chapter 8: Optimising Your Web Site for Search Engines
Chapter 9: Understanding the Power of Google
Chapter 10: Getting to Grips with Paid Search
Chapter 11: Checking Out Affiliate Marketing
Part Ⅳ: Even More Digital Marketing
Chapter 12: Controlling the Message with Online
Chapter 13: Spreading the Word with Internet PR
Chapter 14: The Emergence of Web 2.0
Part Ⅴ: The Part of Tens
Chapter 15: Ten Advantages of Digital Marketing
Chapter 16: Ten Disadvantages of Digital Marketing
Chapter 17: Ten Offline Marketing Resources
The Digital Marketing For Dummies Internet Directory
Index
