Planning Your Internet Marketing Strategy A Doctor Ebiz Guide [Paperback]

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.
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