Work the Web, E-marketing [Paperback]

The opportunities are endless but you need to know what you want to achieve and how to go about achieving it. In this comprehensive book Simon Collin provides all the latest information you need to understand and use the range of new tools available. He points out the pitfalls as well as highlighting the advantages of using the Internet. Whether you are still planning a start-up or if you're hoping to bring your marketing efforts up to date, you will find this book an essential starting point.

E-marketing is packed with references to useful websites and each chapter covers a particular area of marketing and explains how it works on the Net

1 Marketing on the Internet 1

Direct marketing 2

Press relations 3

Websites 4

Advertising 4

Brand marketing 6

E-Commerce 6

Response 7

Focus groups 8

Search and research 8

Buying supplies 9

Advice 9

Strategy 10

Check the finances 11

Brand awareness 11

Direct marketing 11

Website 11

Advertise 12

Promote your website 12

Participate 12

Work with the press and the media 12

2 Internet branding 15

Move fast 15

Inventing a brand 18

3 Websites 19

Content and community 20

Website design 22

Using a web design company 25

Your address 27

How do you build it? 28

Advanced features 30

Adding a database to your site 31

Getting web space 32