LEADER 05689nam 2200733 a 450 001 9910813074303321 005 20221206144506.0 010 $a1-280-34099-1 010 $a9786610340996 010 $a0-471-01371-4 035 $a(CKB)111004366688656 035 $a(EBL)120272 035 $a(OCoLC)469667941 035 $a(SSID)ssj0000215032 035 $a(PQKBManifestationID)11208049 035 $a(PQKBTitleCode)TC0000215032 035 $a(PQKBWorkID)10187605 035 $a(PQKB)10805183 035 $a(MiAaPQ)EBC120272 035 $a(Au-PeEL)EBL120272 035 $a(CaPaEBR)ebr10026395 035 $a(CaONFJC)MIL34099 035 $a(EXLCZ)99111004366688656 100 $a20010518d2001 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aOne-to-one web marketing$b[electronic resource] $ebuild a relationship marketing strategy one customer at a time /$fCliff Allen, Deborah Kania, Beth Yaeckel 205 $a2nd ed. 210 $aNew York $cJohn Wiley$d2001 215 $a1 online resource (369 p.) 300 $a"Wiley computer publishing". 300 $aPreviously published as: Internet world guide to one-to-one Web marketing. New York : Wiley Computer Pub., c1998. 300 $aIncludes index. 311 $a0-471-40400-4 327 $aOne-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 Services 327 $aHurdles 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 Service 327 $aThe 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 Community 327 $aSome 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 Next 327 $aChapter 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 Collaboration 327 $aNuts and Bolts of One-to-One Collaboration 330 $aA 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, scripti 606 $aInternet marketing 606 $aMarket segmentation 606 $aWeb sites$xDesign 606 $aInternet advertising 615 0$aInternet marketing. 615 0$aMarket segmentation. 615 0$aWeb sites$xDesign. 615 0$aInternet advertising. 676 $a658.8/4 700 $aAllen$b Cliff$f1948-$01693030 701 $aKania$b Deborah$f1963-$01446950 701 $aYaeckel$b Beth$01189156 701 2$aAllen$b Cliff$f1948-$01693030 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910813074303321 996 $aOne-to-one web marketing$94070567 997 $aUNINA