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Ecommerce Books: Internet Marketing
 
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Mining Online Gold with an Offline Shovel

There’s gold to be mined on the internet. Everyone knows that.

But those who will mine the most in years to come will be those who reach beyond cyberspace...those who understand the profit-producing potential of building customers through "old fashioned" offline methods and relationships.

"Mining Online Gold With An Offline Shovel" details hundreds of offline strategies and tactics that online entrepreneurs can use to build the net’s most powerful and lucrative marketing vehicle: permission-based email.

This book speaks to internet marketers who have undervalued or even ignored "low tech" marketing methods: telephone, fax, snail mail, and the mass media.

But it also shows traditional "brick-and-mortar" businesses how to exploit familiar technology and methods to make themselves competitive in the online marketplace.



Internet Marketing

About the Authors
Barbara Cox earned her doctorate in education and psychology from Stanford University. Her professional life includes work as educator at college/university level, corporate trainer, and textbook author. She has directed the work of marketing departments, including strategic planning, market research, direct response marketing, and public communications. She is the principal of Cox Marketing Services and associate faculty at Saddlebrook College in Mission Viejo, California. She and William Koelzer are the authors of Internet Marketing in Real Estate (Prentice Hall, 2001) and Internet Marketing in Hospitality (Prentice Hall, 2004).

William Koelzer applies more than thirty years of marketing experience to the creation of his work. He has owned his own marketing consulting and promotional firm, Koelzer & Associates, since 1979. He was Vice President of Cochrane Chase & Co., the largest full-service advertising agency in Orange County, California. Koelzer served major clients including Technicolor, Carl's Jr.™ restaurants, Dos Equis™ beer, Armor All™, and AMF Voit®. He is the recipient of two PROTOS awards for Outstanding Achievement, from the Orange County Public Relations Society of America.



Online Promotions: Winning Strategies and Tactics

The only complete guide to creating and managing successful online promotions
Attracting customers and driving sales in today's increasingly crowded, hyper-competitive online marketplace requires sophisticated new promotional techniques using a host of ever-evolving media tools. The first hands-on guide devoted exclusively to the subject, this book tells advertising and marketing professionals what they need to know to create and manage online promotions that pop. Drawing upon his experiences developing online promotions for Fortune 500 clients such as 3Com, AOL, Microsoft, Visa, and Xerox, expert Bill Carmody covers the latest thinking and practices in multi-brand promotions, advertising online promotional campaigns, data-gathering techniques, measuring performance, promotion follow-up, and much more. He also covers a wide range of important related issues, including international and cultural concerns, legal issues, privacy and security, and others.



E-Commerce Marketing

E-Commerce Marketing prepares individuals to plan and market electronic products and services online. The text and multimedia components integrate coverage of all the basic functions of marketing as outlined in the National Marketing Education Standards. Explore electronically linked distribution systems, international e-commerce, e-tailing, digital media design, digital marketplace design strategies, marketing management, market research, online customer behavior, data mining and warehousing, online partnerships, and security/privacy issues. A dedicated web site will keep the content current.



 
Successful Website Marketing : Worksheets, Forms & Easy Steps for Web Success

For consultants, organizations and small business website owners, provides a step-by-step guide to developing keyword strategies, attracting search engines and Internet users, creating powerful linking partnerships and significantly increasing the traffic to a website. Easy-to-use worksheets, tracking logs, tips, tools, web success examples and samples.



 
101 Internet Marketing Tips for Your Business: Increase Your Profits and Stay Within Your Budget

Reviewer, Richmond, VA

"Get this book if you intend to use the Internet to market your business in any way. It is loaded with marketing ideas and there are enough of them so that any small business entrepreneur can benefit in some way. There are lots of examples of people and businesses that have actually done what the author recommends, and lots of web sites to visit as a follow up. I got about 6 great ideas out of this book. Two or three would have made it worthwhile."



 
Dickless Marketing: Smart Marketing to Women Online

First Sentence:
When 61% of women and 55% of men currently access the Internet for business and/or pleasure, you have to stop and consider who is reading your online sales message.



Low-Budget Online Marketing

Large companies have huge budgets for marketing their products and services online. What’s the difference between a $100,000 marketing campaign and a $1,000 campaign? Surprisingly, not much. This book teaches small-business operators how to achieve big-business marketing success on a small-business budget!

Low-Budget Online Marketing for Small Business takes you behind the scenes of successful marketing campaigns. This book will show you how to cut costs so that you can adapt the same successful marketing strategies that big companies use.

If you are looking to attract attention to your company on the Web, this book will show you how, and with only a minimal investment!

The following topics are included in this book:
  • Targeting your campaign
  • Generating free advertising
  • E-mail marketing
  • Building Web communities
  • Successful co-branding strategies
  • Banner advertising
  • Web-design basics
  • Search-engine registration




Electronic Marketing: Advantages And Disadvantages

There is no doubt that electronic marketing has contributed positively in the life of modern societies, mainly the consuming societies. It allowed purchasing of materials cheaply without any limit, and without any restrictions. It also gave the chance to make a free selection and comparison between the prices of goods at the electronic department stores throughout the Internet. All such facilities are given to the consumers in a very short time without causing them to leave their office or home. In addition, the Electronic Marketing has exterminated the monopoly of goods and materials, all such acts of course are for the consumer's benefit. However, in addition to such advantages there are many disadvantages of such type of marketing; the Electronic Marketing has deleted the privacy of the consumer, because all of his movements through the Internet have been divulged and under control, in addition to lack of exclusive security through the Internet. Accordingly, many losses equally occurred to the customer and the merchant due to such acts of hackers who reveal the information and credit cards details. In addition, the Electronic Marketing caused many merchants, agents and monopolists to be vanquished because it gave the chance for direct communications between the producer and the consumer without passing through them; as such, many of such merchants have been yielded away from the way of this new technology. The Electronic Marketing was able to cause an upset down in many concepts and standards of economic science that have existed for so many years. Doors are still open for every new in this assumption and endless world as there are no limits that can stop such human ambition.



 
101 Internet Marketing Tips for Your Business: Increase Your Profits and Stay Within Your Budget





 
Internet Marketing : Integrating Online and Offline Strategies (McGraw-Hill/Irwin Series in Marketing)

Internet Marketing: Integrating Online and Offline Strategies asserts that while the Internet is a transformational innovation, pure Internet firms do not represent the future of the Internet, as failures in recent history attest. This text builds upon the fact that the future of the Internet lies in the activities of organizations large and small--in all market spaces--that use the Internet to improve service to customers and increase organizational productivity. Many powerful e-marketers predate the Internet, have strong brand identities, and use the Internet wisely to broaden the set of options, across the marketing and logistics mix that they can offer to their customers, suppliers, and partners. The underlying paradigm in the text visualizes the Internet as a significant new channel for communications and transactions that needs to be integrated into enterprise marketing strategies. In this process, businesses are transformed from isolated entities into extended enterprises-organizations whose boundaries have become permeable, admitting both suppliers and customers into many parts of the corporate information repository and requiring their participation in many aspects of daily operations.



 
Winning E-Brand Strategies: Developing Your Online Business Profitability

It’s the approach taken to development and marketing in e-commerce that differed from the rest of the market when we started designing our website back in September 1999.

We were a small traditional British business with ambitions to sell our range of Savile Row silk ties around the world. In this book we want to dispel many of the new economy myths, in particular that only those with high marketing and advertising expenditure are absolute winners on-line.

Dean Markham and I developed a website marketing framework to support our Hunters’ tie brand that would achieve the type of site visitors we wanted – focusing traffic – using a technique that Dean has been at the leading edge of for some time in California.

We (LuxuryTies) have won a lot of great search engine rankings using Dean’s website optimisation techniques which, when aligned with our own Hunters’ niche brand development marketing programme, enabled us to mix the latest technology processes with some of the most established business practices.

The idea is to focus on a segment of your total market and create value through a programme of brand evolution and tactical e-commerce development, utilising your own virtual organisational structure to its fullest. You don’t have to be an IT specialist or a business school graduate to do any of this. You just need to know that a system exists, and where and how that system should be used within your organisation’s value chain.

We are always surprised that whenever we ask business schools or business how many have ever heard of the term ‘optimisation’ we get about three hands raised out of thirty people, and yet it’s the key to success. This book describes the biggest lesson we learned in e-commerce – a lesson that led to a fundamental rethinking of our own marketing and brand development programmes. It’s not that difficult to understand providing you take the time to read and think about where and how you can apply this process.

The steps and ideas that we describe in the Hunters LuxuryTies case study are:
  • Gaining an intimate knowledge of your market.
  • Understanding how to generate added value
  • Evaluating and selecting markets
  • Brand definition for your segment
  • Creating innovation in technology – understanding what applies
  • Developing the distribution channel
  • Using distinctive capabilities in brand development
  • Updating and site content refreshing
  • Becoming your market’s authority
  • Continual optimisation to meet new market segments and niches
To achieve this we will work with a mix of case study and experience-based analysis, supported by an actual optimisation process that you will be able to follow.




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