Planning Your Internet Marketing Strategy

A top international authority on Web marketing and e-commerce provides a sure-fire formula for developing a winning e-commerce marketing strategy One of the biggest reasons why so many Internet-based businesses fail isn't poor product or service, or technology failures, or even lack of funding. As Internet marketing guru Ralph F. Wilson explains in this ground-breaking book, a preponderance of e-business failures can be traced back to a lack of know- ledge about the Internet's full potential as a marketing and sales tool. With the help of case studies of outstanding e-business successes and failures, Wilson describes how to develop four, core e-business marketing competencies. Readers learn how to develop a USP, clarify goals, and perform analysis and customer profiling. They also learn how to perform product positioning; develop a balanced promotional mix; provide lifetime customer value; and much more. Ralph F. Wilson (Loomis, CA) is the founding editor of three popular e-business publications read by 130,000 subscribers in 130 countries: Web Marketing Today, Web Commerce Today, and Doctor Ebiz.

Acknowledgments. Introduction. PART I: STRATEGIC PLANNING. Comprehending the Opportunities for Doing Business on the Web. Making Your Website Purposes Crystal Clear. Devising an Adequate Revenue Plan. Defining a Unique E-Business Niche. Assessing Your Core Competencies. Developing a Unique Sales Proposition (USP). Setting Goals for Your E-Business. PART II: SITUATION ANALYSIS. Performing a SWOT Analysis. Conducting an Industry Analysis. Analyzing the Competition. Understanding Your Customers. PART III: MARKET AND PRODUCT FOCUS. Segmenting Your Internet Market. Differentiating Your Company's Products and Services. Naming Your Online Business. Building Trust in an Unknown Web Business. Positioning Your Company in the Consumer's Mind. PART IV: THE 4 Ps OF MARKETING. P1--Product Strategy. P2--Place (Distribution). P3--Promotion. P4--Price: Pricing Strategy. Budgeting for and Implementing Your Internet Marketing Plan. PART V: PUTTING IT ALL TOGETHER. Writing Your Internet Marketing Plan. Appendix: The Internet Marketing Checklist: 27 Ways to Promote Your Website. Index.