Nobody can afford to ignore the impact of the Internet on business; a Web site is no longer an optional extra. Today every business is expected to have a Web site and keep in touch via e-mail, in addition to informing and interacting with their on-line customers.
E-Business Essentials provides you with the knowledge necessary to make a success of your e-business activity, whether purely online or as support to your offline business. Reliable, accessible advice is given on a range of topics including:
understanding the Internet;
creating your Web site;
making money online;
customer service online;
choosing the right search engine;
building your e-brand.
Whether you are a Net novice or a veteran, this practical guide will provide the information that helps you to capitalise on the unique characteristics of the Internet and harness its power.
Part 1 The Internet and Business: Understanding the Internet; About this
book; Five web watch words; Doing business from the "outside in"; Net
benefits; More than the Web; The Internet and the real world; The future of
business; Summary. Part 2 Getting started: What you will need; Choosing an
Internet Service Provider; An e-mail account; Your own domain name; Selecting
a Domain Name; A domain suffix; Seeking investment; Plan your objectives;
Market research; Search engines; Bookmarks; Discussion groups; Identifying
your audience; Summary. Part 3 Creating Your Web Site: Using an agency;
Working with HTML code; DIY HTML; 10 HTML Commands; Web Design Software;
Setting up shop online; Secure Server Software; The Ten Commandments of Web
Site Design; Web Design Sites; Summary. Part 4 Making money online: Selling
your own products online; Products which sell well online; Selling services
online; Becoming an online merchant; Selling advertising space on yoursite;
Affiliate Programs; Signing up to an affiliate program; Affiliate networks;
Set up your own program; Affiliate directories; Summary. Part 5 Supporting
customers online; Fulfilment; Getting people to buy online; Customer research
online; Building Trust; E-mail support; E-mail support; Summary. Part 6
Search Engine Success: Keywords; Finding the right keywords; META tags; Add
keywords to the main text; Submitting your site; Submitting Keywords and
Descriptions; Keyword help; Submitting to Yahoo!; Beyond keywords; Evaluate
your success; Seven deadly search engine sins; Be patient; Summary. Part 7
Promoting your site: Seek reciprocal links; Contact the online media;
Contribute to newsgroups; Advertising; Banner exchange programs; Web Rings;
Promoting at your site; Customer service; Set up an e-mailing list; Promoting
your site in the real world; Summary. Part 8 Building your e-brand: Brand
power; Information and interactivity; Personalisation; Set up an online
forum; Add a guestbook; Include a search engine; Run a chat room; Think fast
and fresh; Be imaginative; Think laterally; Exclusive information;
Incorporate feedback; Learning from successful e-brands; Summary. Part 9 The
Internet inside your business: E-mail; Developing an e-mail policy; E-mail
netiquette; E-newsletters within your business; Internal e-mailing lists; Web
sites and your staff; Intranets; Summary.
Matt Haig is an independent consultant advising organisations of all types and sizes on creating integrated marketing and branding solutions. As one of the very first writers on e-business, Matt has always been at the forefront of developing leading edge marketing solutions. More recently he has carried out mobile marketing consultancy for several companies and has researched and written extensively on the subject.
Its rapidly growing popularity inspired Matt Haig to write his popular book Mobile Marketing: The Message Revolution. Acclaimed for his no-nonsense pragmatic style, Matt is a popular speaker and writes regularly for the national and business press. He is also the author of several other best-selling guides including E-PR: The Essential Guide to Public Relations on the Internet, E-Business Essentials, E-Mail Essentials, The E-Marketing Handbook, The B2B E-Commerce Handbook and How Come You Don't Have an E-business Strategy? (all published by Kogan Page).
