Home > Store

Essential Guide to Web Strategy for Entrepreneurs, The

Register your product to gain access to bonus material or receive a coupon.

Essential Guide to Web Strategy for Entrepreneurs, The

Book

  • Sorry, this book is no longer in print.
Not for Sale

Description

  • Copyright 2002
  • Dimensions: 7" x 9-1/4"
  • Pages: 336
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-062111-0
  • ISBN-13: 978-0-13-062111-5

Finally, there's a hype-free, business-focused guide to Web strategy for every entrepreneur. Tom Bergman and Stephan Garrison present intelligent, implementable strategies for extending business' reach, at minimal costs. From start to finish, the focus is on realism -- and on profit. Drawing upon the experiences of real companies, Bergman and Garrison demonstrate how to formulate strategies using existing assets. Coverage includes every aspect of Web strategy, including choosing a Web host, creating content, evaluating Web designs, securing your site, handling transactions, and much more. The book also includes detailed coverage of marketing, organized around the four dimensions that drive any business: price, place, product and promotion. The authors also provide an easy-to-understand glossary of key Web terms.

Downloads

CD Contents

Download the CD Contents from this book.

Sample Content

Online Sample Chapter

Responsible Email Targeting

Table of Contents






Preface.


Introduction.

I. GETTING STARTED IN E-BUSINESS.

1. Responsible Email Targeting.

Opt-In or Opt-Out? Why Not Spam? Email List Development. Buying Lists. Renting Lists. Building Lists.

2. Powerful Promotions Through Email.

Direct Email Marketing. Similarities. Differences. Email Promos. Email Newsletters. Timing. Piggyback Email Marketing. Viral Marketing.

3. Improved Operations through Increased Email Use.

Making the Most of Email in Your Business. Personal Email Systems. LAN-Based Email Systems. PC-Based Personal Email Systems. ASP-Based Email Systems. Choosing the Right Personal Email System. Mailing Lists. Alternative Mailing List Tools. What Can You Do with a Mailing List? Choose the Mailing List Tool that Best Fits Your Strategy. Privacy in Business Email.

4. The Role of the Web in Your Business Information System.

Choosing the Right Kind of Network. Intranet. Extranet. Virtual Private Networks. Improving Operations. High-Touch Web-Based Customer Service Through High Tech. Think Warmer! Order Tracking: Let Customers Save You Money by Doing It Themselves! Customer Help: Just Answer the Question!!!

5. Using a Brochure Web Site to Tell Your Story as it Evolves.

About Us. Contact Us. Industry Overview. Product Pages: The Unique Selling Proposition. Entry or Home Page. Making a Good First Impression. What Not to Do. Telling Visitors Whose Site They are Visiting. Providing Easy Access to Interior Pages in the Web Site.

6. Web-Based Electronic Commerce.

Security First. Hacker Attacks on Your PC. Hacker Attacks on Your Web Site. Damage or Loss of Business Data. Catalog Web Site: Is Online Ordering Right for Your Business? Do Your Customers Want to Order Online? Will Your Business System Support Online Sales? Subscription Web Site: Will Customers Pay You for Access? Download Web Site: If You Can Download it, Do it! Application Service Provider (ASP) Web Site.

II. IMPLEMENTATION FIRST STEPS: FAST, EASY, INEXPENSIVE, AND SAFE.

7. First Principles for Getting Started Using the Internet in Your Small Business.

The Project Must be Fast. The Project Must be Easy. The Project Must be Inexpensive. The Project Must be Safe. Lawyer Time!

8. Mailing List Marketing: Choose the Right Tool and Develop a List.

Three Choices in Mailing List Tools: How They Work. PC-Based Mailing Lists. Free Mailing Lists. Fee-Based ASP Mailing Lists. Acquire Email Lists. Rent a List. Build a Prospect List: Think Incrementally.

9. Mailing List Policies and Procedures: Getting it Right.

Overview Of Procedures. Determine the purpose and goals of your mailing list application. Manage your email lists. Subscribe New Members to Your Discussion Group or Newsletter. Unsubscribe Members who Wish to Leave Your Discussion Group or Stop Receiving Your Newsletter. Honor Remove Requests. Delete Bounced Messages. Manage the messages you send. Determine an Appropriate Frequency for Sending Email. Design the Message. Send Messages. Archive Messages. Manage responses. Handling Email Responses. Moderate Discussion Postings. Assess Mailing List Performance.

10. Developing a Web Infrastructure.

Get Connected to an ISP. Acquire a Domain Name of Your Own. Rent Host Space. Host Space. Data Transfer Allowance. Microsoft FrontPage and FTP Support. Web Site Statistics. Email Services from Your Host Service Provider. Choose an E-commerce Service Provider. Shopping Cart Systems. Secure Web Hosting. Online Payment Processing.

11. Build Your Web Development Toolkit.

HTML. MS FrontPage. WSFTP. Graphics Tools.

12. Web Design Principles and Procedures.

Decide What Exactly You Want from Your Web Site. Decide on a Structure for Your Site and Develop a Rough Site Plan. Decide What Interactive Elements You Need. Decide What Graphics You Want to Include. Write the Text for Each Page in Your Site. Determine Your Budget and Timeframe for the Project. Establish Your Web Infrastructure. Collect Your Toolkit. Discuss Your Site Plan with at Least Three Developer Candidates and Obtain Written Proposals. “What is the smallest job you have done in the past year?” “Who does the work: you or a staff member, and is your staff member an employee or a sub-contractor?” “What development tools do you use?” “When could you start and finish my job?” “What questions do you have for me?” Evaluate the Developer Proposals and Select Your Developer. Monitor the Development Progress. Establish Procedures for Ongoing Site Maintenance.

13. Constructing the Elements of a Web Site.

Template Pages. Page Headers. Page Footers. Menubars. Don't Get Cute: Use Words Rather than Icons. Make the Menubar Small and Put it Where it Goes. Put The Whole Menubar on Every Page in the Web Site. Repeat the Menubar at the Bottom of All Pages that Require the Visitor to Scroll down to Get to the End. Make Sure Your Menubar Takes Visitors to the Action Page with a Single Click. Site Map. Interactive Forms. Content Mailers. Discussion Forums. Newsletter/Discussion Group Subscriptions. Order Forms and Shopping Carts. Search Components. Appointment Scheduling. Connections to Other Services.

14. Supporting and Refining Your Web Site.

Managing Graphics For Maximum Impact. Reuse and Resize Images. Use the Right Image Format and Optimize. Animated GIFs. Flash Animations. Using Enhancements to Promote Stickiness. Chat Rooms. Message Boards. News Feeds. Counters. DHTML and CSS. Streaming Audio and Video. Developing and Maintaining Content. List the Kind of Content You will Provide. Determine Who will Develop the Content. Consider How You will Maintain Control over Quality. Consider How Often and to What Extent Content will Need to be Updated. Estimate the Host Space You will Need to House the Content. Determine the Various Levels of Access to Content you Wish to Provide. Determine the Extent of Your Distribution Plan. Developing an E-Commerce Back-end.

15. Generating Traffic.

Helping Prospects Find You. Choosing an Appropriate Domain Name. Choosing an Appropriate Host Service. Managing Search-Engine Positioning. DirectHit. Pay-per-Click Services. Reciprocal Links. Special-Interest Directory Listings. Driving Prospects to Your Site. Banner Ad Systems. Email Promos and Newsletters. Conventional Advertising. Affiliate Systems. Integrated Marketing System.

III. MAKING SURE IT WORKS: PLANNING, TUNING, AND BUDGETING.

16. Internet Marketing Basics.

Personal Service Businesses. Big-Decision Businesses. Shopping Destinations.

17. Developing an Email Marketing Plan and Budget.
18. Developing a Web Marketing.

Plan and Budget. Keeping Tabs on Traffic. Budgeting.

Index.

Preface

Preface: Who Should Read this Book?

Your kids come home from middle school or from college and they tell you. Your friends tell you. Your business acquaintances tell you. Your trade journals are filled with articles telling you. Even your parents may be telling you. If you are a man or woman in business today, whether young or old, rich or poor, experienced business professional or a new entrepreneur just getting started, you are receiving the same piece of advice from all directions:

Get your business onto the Internet!

If you are a small business owner or manager and you do not yet have an online business presence, you should read this book. If you already have an online presence and you are not satisfied with your returns from those efforts, you should read this book. In simple, easy-to-understand business language, this book will show you:

  • How to use email to maximize profits without getting into trouble.
  • How to design a web site that produces profits instead of just costing you money.
  • How to test your ebusiness tactics to make sure they will work before you invest in a campaign.
  • How to choose when to do it yourself and when to hire an expert.
  • How to do it yourself when that is your choice.
  • Where to find the help you need and how to keep your Internet projects under control when you decide to hire an expert.
  • How to make sure your ebusiness tactics increase your profits.

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020