Internet marketing book
Do It Wrong Quickly
Make Internet marketing pay off
Part 1: That Newfangled Marketing
1: They’re Doing Wonderful Things with Computers
The New Marketing Communication. The New Marketing Segmentation. The New Direct Marketing.
2: New Wine in Old Bottles
The Three R’s of Online Marketing: You Must Be Relevant. You Must Be Real. You Must Be Responsive.
The New Marketing is Not So New: Advertising. Direct Marketing. Publicity.
3: Marketing is a Conversation
Starting the Conversation. Learning to Listen. Getting Introduced to Others.
Part 2: That Newfangled Direct Marketing
4: Going Over to the Dark Side
Find Your Purpose. Measure Your Customer Activity. Measure Your Customer Relationships.
5: The New Customer Relations
The Look and Feel: The Design. The Navigation. The Interactivity.
The Sights and Sounds: The Words. The Sounds. The Pictures.
The Touch: Deciding Which Customers to Target. Getting to Know Your Customers. Designing Your Experience for Each Customer.
6: Customers Vote with Their Mice
Where Do You Start? How Do You Know How Wrong It Is? How Do You Speed Up?
Part 3: That Newfangled You
7: This Doesn’t Work for Me
The Reasons Why Not. Fear. Change.
8: This Won’t Work Where I Work
Leading People to Change. Specialist Disease. Personality Parade.
9: This Stuff Changes Too Fast
How Do You Cope with Change? What’s Changing? How Do You Keep Up?