05689nam 2200733 a 450 991077886060332120221206144506.01-280-34099-197866103409960-471-01371-4(CKB)111004366688656(EBL)120272(OCoLC)469667941(SSID)ssj0000215032(PQKBManifestationID)11208049(PQKBTitleCode)TC0000215032(PQKBWorkID)10187605(PQKB)10805183(MiAaPQ)EBC120272(Au-PeEL)EBL120272(CaPaEBR)ebr10026395(CaONFJC)MIL34099(EXLCZ)9911100436668865620010518d2001 uy 0engur|n|---|||||txtccrOne-to-one web marketing[electronic resource] build a relationship marketing strategy one customer at a time /Cliff Allen, Deborah Kania, Beth Yaeckel2nd ed.New York John Wiley20011 online resource (369 p.)"Wiley computer publishing".Previously published as: Internet world guide to one-to-one Web marketing. New York : Wiley Computer Pub., c1998.Includes index.0-471-40400-4 One-to-One Web Marketing, Second Edition; Contents; Foreword; Acknowledgements; Introduction; Chapter 1: One-to-One Web Marketing Overview; Time Flies When You're Having Fun; What Is One-to-One Web Marketing?; The Web: A Relationship-Building Platform; One-to-One Web Marketing Matrix; Embracing One-to-One Web Marketing Challenges; Up Next; Chapter 2: One-to-One Web Site Personalization; What Is One-to-One Web Personalization?; Benefits of One-to-One Web Site Personalization; Nuts and Bolts of One-to-One Web Personalization; Applying One-to-One Web Personalization; Products and ServicesHurdles to Implementing One-to-OneWeb Site PersonalizationOne-to-One Web Site Personalization Resources; Types of Systems and Processes That Can Be Integrated with the Web; The Future of One-to-One Web Site Personalization; Up Next; Chapter 3: One-to-One E-Mail; Benefits of One-to-One E-Mail; Nuts and Bolts of One-to-One E-Mail; Applying One-to-One E-Mail; Opt-In or Opt-Out?; Applying One-to-One E-Mail for Customer Retention; How to Conduct Your Own E-Mail Marketing; Buying Advertising Space on Free E-Mail Services; Buying Advertising Space in an E-Mail News or Newsletter ServiceThe Future of One-to-One E-MailResources; Up Next; Chapter 4: One-to-One Web Advertising and Promotion; The State of Online Advertising; Benefits of One-to-One Web Advertising and Promotion; The Nuts and Bolts of One-to-One Web Advertising; One-to-One Web Promotions; Applying One-to-One Online Advertising and Promotion; Hurdles to One-to-One Web Advertising and Promotion; The Future of One-to-One Web Advertising and Promotion; Resources; Up Next; Chapter 5: One-to-One Web Community; Impact of Community on the Internet; One-to-One Community Business Model; Benefits of One-to-One CommunitySome Community ControversiesApplications of Community and Products; Ideas for Implementing Community as a Marketing Function; The Future of Community; Up Next; Chapter 6: One-to-One Web Data Analysis; What Is Web Data Analysis?; Benefits of Analyzing Traffic Data; Nuts and Bolts of Web Traffic Analysis; Applying Web Traffic Analysis; Nuts and Bolts of Data Mining; Applying Web Data Mining; State of Web-to-Database Integration; Benefits of Web-to-Database Integration; Security on the Web; The Future of Web Data Analysis; Checklist for Data Analysis; Resources; Up NextChapter 7: One-to-One Web CRMWhat Is CRM?; Benefits of One-to-One Web CRM; Nuts and Bolts of One-to-One Web CRM; Applying One-to-One Web CRM; It All Starts with the Data; Challenges of One-to-One Web CRM; Privacy; The Future of One-to-One CRM; Web Customer Care Technologies; Using One-to-One Web Customer Care to Create Loyal Customers from the Start; Challenges of One-to-One Web Customer Care; The Future of One-to-One Customer Care; Resources; Up Next; Chapter 8: One-to-One Web Collaboration; What Is One-to-One Web Collaboration?; Benefits of One-to-One Web CollaborationNuts and Bolts of One-to-One CollaborationA comprehensive resource on implementing a one-to-one marketing strategy on the Web With its unique focus on customer-oriented marketing strategy, One-to-One Web Marketing immediately became a bestseller among Internet business books when it was first published in 1998. Now in a second edition, this is still the only comprehensive resource for understanding and applying the latest technologies, tools, products, and solutions for one-to-one marketing on the Web. With 40% new material, the Second Edition features a full arsenal of checklists, flowcharts, templates, vendor lists, scriptiInternet marketingMarket segmentationWeb sitesDesignInternet advertisingInternet marketing.Market segmentation.Web sitesDesign.Internet advertising.658.8/4Allen Cliff1948-1492640Kania Deborah1963-1446950Yaeckel Beth1189156Allen Cliff1948-1492640MiAaPQMiAaPQMiAaPQBOOK9910778860603321One-to-one web marketing3715256UNINA