数字营销傻瓜书 Digital Marketing For Dummies？

出版时间：2007-1  出版社：John Wiley & Sons  作者：Carter, Ben; Brooks, Gregory; Catalano, Frank; Smith, Bud E.  页数：281  

内容概要

Thirty million online UK customers arejust a click away, and DigitalMarketing For Dummies shows you how to reach them. The author team of Internet and marketing experts introduce you to the latest high-impact tools and techniques so you can promote your business with creativity and innovation, and stand out from your competitors.     Ben Carter runs his own digital agency and has written for Marketing and New Media Age magazines. Gregory Brooks is a freelance business journalist and industry commentator. Frank Catalano is an Internet marketing consultant. Bud Smith is the author of Creating Web Pages For Dummies.

书籍目录

Introduction　　　　    　About This Book　Conventions Used in This Book　How This Book Is Organised　　Part Ⅰ: Getting Started with Digital Marketing　　Part Ⅱ: Marketing on the World Wide Web　　Part Ⅲ: Marketing with Search　　Part Ⅳ: Even More Digital Marketing　　Part Ⅴ: The Part of Tens　　The Digital Marketing For Dummies Internet Directory　Icons Used in This Book　Where to Go from HerePart Ⅰ: Getting Started with Digital Marketing　　　　       Chapter 1: Getting Net-Savvy    Marketing on the Internet　　　Introducing the Web　　　E-mail and mail lists: Unsung online heroes　　　Online messageboards and forums: The threat and the promise　　　Online advertising　　　Wireless access　　Considering whether You Need to Market on the Internet　　Finding Your Online Market　　　Internet user profile　　Working in the Online World　Chapter 2: Market Size Matters　　Using Internet Marketing Resources　　　Building up your bookmarks　　　Search tips and tricks　　　Search engines are your best friends　　　Following the experts　　Sizing Up a Market　　　Identifying customer characteristics　　　Customer characteristics and the Internet　　　Sizing up the competition　Chapter 3: Your Digital Marketing Plan　　Assessing Your Current Marketing Efforts　　　Assessing your current company-level marketing efforts,　　　Digital marketing at the company level　　　Assessing current product marketing efforts　　　Marketing your product on the Net　　　Net marketing for the one-man band　　Matching Your Customer Base to the Online Community　　　What if my customer base is typically not online?　　　What if my business is local?　　　What if my business is global?　　Assessing the Competition　　　Creating a comparison chart　　　Using your completed chart　　　Sizing up your pure-play competitors　　Sizing Your Digital Marketing Effort　　Creating a Written Plan　　Implementing Your Digital Marketing PlanPart Ⅱ:Marketiong on the Worlk Wide Web　Chapter 4: Mastering Your Domain　　Choosing an ISP for Digital Marketing　　Discovering How Domain Names Work　　　Breaking down domain names　　　The competition for domain names　　　Why domain names are so important　　　Possible new domain names　　Choosing Your Domain Name(s)　　　Domain name follies　　　Good and bad domain names　　　Choosing a company domain name　　　What if you're local?　　Registering Your Domain Name(s)　　　Registering your domain name yourself　　　Having an ISP or Web-hosting service register　　  your domain name for you　Chapter 5: Planning Your Business Web Site　　Guiding Principles for Business Sites　　Specifying Your Site Content　　Creating a Look and Feel for Your Site　……　Chapter 6: Marketing on Your Web Site　Chapter 7: Getting the Most Out of Your Web SitePart Ⅲ: Marketing with Search　Chapter 8: Optimising Your Web Site for Search Engines　Chapter 9: Understanding the Power of Google　Chapter 10: Getting to Grips with Paid Search　Chapter 11: Checking Out Affiliate MarketingPart Ⅳ: Even More Digital Marketing　Chapter 12: Controlling the Message with Online　Chapter 13: Spreading the Word with Internet PR　Chapter 14: The Emergence of Web 2.0Part Ⅴ: The Part of Tens　Chapter 15: Ten Advantages of Digital Marketing 　Chapter 16: Ten Disadvantages of Digital Marketing 　Chapter 17: Ten Offline Marketing ResourcesThe Digital Marketing For Dummies Internet DirectoryIndex