Online Marketing Handbook:

How To Sell, Advertise, Publicize, and Promote Your Products and Services on the Internet and Commercial Online Services

Online Marketing Handbook discusses advertising, publicity, promotion, and selling of all types of online products and services in an appropriate and legal manner. A viable practical guide for those wanting to reach this customer base (the Internet has over 20 million users), this book details how to promote products in the most cost-effective way available. The book takes a case history approach, showing readers the do's and dont's of online advertising and how to avoid legal and social problems.

*Shows how to use on-line services to advertise, publicize, promote, and actually sell products.
*Case History Approach.
*Shows how to use paid advertising services.
*Discusses all on-line services, not just the internet.
*Assumes only a "passing" familiarity with computers.

Contents
*Section 1: Getting Up to Speed on the Information Superhighway
*Introduction
    The Electronic Cash Register: The Benefits of Online Marketing
    Essentials of Online Marketing
    Overview of the Internet and Commercial Online Systems
    Netiquette: Rules and Restrictions for Online Marketing
    Market Research
    Becoming a More Effective Marketer
*Section 2: Making the Sale
    Online Shopping
    Forums: Marketing Opportunities for Information Providers
    Building Relationships with E-mail
    Selling Products and Services with Online Classified Ads
*Section 3: Marketing Tools
    The New Advertising/Creating Effective Advertising Messages
    Publicity: Influencing Editors and Your Target Market
    Building Relationships with Customer Service
*Appendix 1: Contacting the Online Services
*Appendix 2: Resource Directory
*Index

Authored by Dan Janal of Janal Communications, Danville, CA. Dan teaches public relations at the University of California at Berkeley and is currently a SYSOP (systems operator) for PRSIG, Compuserve's Forum for public relations and marketing executives. Mr. Janal is also the author of How to Publicize High Tech Products and Services.
 

Online Marketing Handbook
370 pages, 7 3/8 X 9 1/4...............$25.00
 

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