Descripciones mejoradas de Syndetics:

This practical yet forward-thinking blueprint for success goes a step further than other Internet marketing books by focusing on how to enhance the business-to-business segment of direct marketing through the Internet. Internet marketers will learn proven strategies for increasing profits such as generating leads with e-mail, using Internet events for marketing, and building customer relationships.

Tabla de contenidos provista por Syndetics

• About This Book(p. xxi)
• Your "Members Only" Web Site(p. xxii)
• Introduction(p. xxiii)
• Chapter 1 The Age of the "e"(p. 1)
• The Numbers Game(p. 1)
• The Wired World(p. 3)
• A Paradigm Shift of E-proportions(p. 7)
• How the Internet Intersects with Direct Marketing(p. 20)
• Going Global: How Internet Marketing Can Create a Worldwide Business for B-to-B Companies(p. 28)
• The New Response Model: "Intersponding"(p. 33)
• Seven Proven Internet Marketing Strategies(p. 40)
• Chapter 2 Generating and Qualifying Leads with Your Web Site(p. 42)
• A Word about .com(p. 43)
• The Lead Generation Dilemma(p. 43)
• How To Enhance Targeted Lead Generation with the Internet(p. 47)
• The First Step: Web Response Forms(p. 50)
• Using Your Web Site for Lead Generation and Qualification(p. 56)
• The Best B-to-B Web Sites(p. 72)
• Chapter 3 Generating and Qualifying Leads with Online Advertising(p. 74)
• Creating and Placing Online Advertising(p. 75)
• Chapter 4 Generating and Qualifying Leads with E-mail(p. 97)
• Why E-mail Marketing Is Exploding(p. 98)
• Integrating E-mail into Your Marketing Programs(p. 100)
• Making E-mail Work Harder(p. 116)
• Chapter 5 Using Internet Events for Marketing(p. 124)
• Are Live Events Still Good Marketing Investments?(p. 124)
• The Net Event(p. 129)
• Chapter 6 Executing E-fulfillment(p. 160)
• Traditional Fulfillment: An Aging Process(p. 161)
• The Transformation of Traditional Fulfillment(p. 163)
• The E-fulfillment Difference(p. 165)
• Means of E-fulfillment(p. 168)
• The Unique Benefits of E-fulfillment(p. 175)
• Moving to Web-based Information Dissemination(p. 179)
• Future Information Dissemination Channels(p. 186)
• Creating Online Demos and Trials(p. 187)
• Order E-fulfillment and Distributing Live Products Over the Internet(p. 189)
• Chapter 7 Building Customer Relationships(p. 194)
• Building Better Customer Relationships(p. 195)
• Using the Internet To Learn What Customers Want(p. 197)
• Moving to the One-to-One Customer Relationship(p. 208)
• Five Ideas for Building a One-to-One Customer Relationship Program(p. 212)
• Building Customer-Driven Extranets(p. 217)
• A Checklist for Developing Customer Extranets(p. 219)
• Successful CRM Programs(p. 221)
• Note(p. 221)
• Chapter 8 Using Business Communities and Exchanges(p. 222)
• What Is an Internet Community?(p. 223)
• Types of Communities(p. 224)
• Becoming Part of a Community(p. 239)
• Building Your Own Sponsored Community(p. 242)
• What To Build Into Your Community(p. 245)
• Chapter 9 Developing Internet Partnerships(p. 248)
• Partnering--The Traditional Way(p. 249)
• The Starting Point for Internet Partnering: Affiliate Programs(p. 252)
• Guidelines for Creating Your Own Affiliate Program(p. 257)
• Using the Internet to Support Channel Partners(p. 263)
• Partnering, Internet Style: What the Future Holds(p. 270)
• Note(p. 273)
• Chapter 10 Selling on the Internet(p. 274)
• Putting B-to-B E-commerce into Perspective(p. 275)
• How E-commerce Works with Your Selling Model(p. 283)
• A New Twist to E-commerce: The Shopping Bot(p. 288)
• How to Get an E-commerce Order Generation System Up and Running(p. 289)
• Examples of Leading B-to-B e-commerce Web Sites(p. 300)
• Note(p. 306)
• Chapter 11 Integrating Online and Offline Marketing(p. 307)
• Online and Offline: The Reality of a Changing Marketing World(p. 308)
• Your Market and Your Audiences Will Determine How You Integrate Online and Offline Marketing(p. 310)
• How To Integrate Online and Offline Media in the Internet Marketing Era(p. 312)
• An Example of How To Execute Online-Offline Marketing(p. 315)
• The Impact of Internet Marketing on B-to-B Marketing Organizations(p. 318)
• The Impact on Marketing(p. 319)
• The Impact on the Marketing/IT Departments(p. 321)
• The Impact on Sales(p. 321)
• Presenting the Case for Internet Marketing(p. 323)
• The Internet Is an Integral Part of a Changing Marketing World(p. 337)
• Note(p. 340)
• A Final Word(p. 341)
• Appendix A Other Resources(p. 344)
• Appendix B Glossary of Direct and Internet Marketing Terms(p. 365)