Table of Contents

Preface: The Genius of Electronic Marketing - Serendipity At Work

Chapter 1: Defining Your Market

• What is Market Research?
• Who Is Your Target Audience?
• Why Would Your Target Audience Buy Your Product?
• Who Are Your Peripheral Customers?
• What Are Some of the Trends Shaping Your (Changing) Audience?
• What Electronic Marketing Approaches Are Being Tried?
• What Are the Key Elements of Success?
• How Can You Make the Most of Your Competitor's Presence in the Electronic Marketplace?

Chapter 2: Designing Your Presence

• Mass-Micromarketing
• The Customer-Centric Relationship
• Branding Interactivity Integration
• Design Defining the Project
• Budget Considerations
• Architecture Database Mining
• Implementation
• Life After Implementation

Chapter 3: Making It Legal

• Legal Basics
• Copyright Law
• Patent Law
• Trademarks
• Trade Secrets
• Right of Publicity, Libel, and Other Laws
• Online Marketing
• Developing Your Own Web Site

Chapter 4: Supporting Your Presence

• Getting the Word Out
• Assessing Effectiveness
• Building a Responsive Infrastructure
• Targeting Influencers
• A Potent PR Tool: The Internet

Chapter 5: Interactive Advertising

• The New Face of Advertising
• Approaching the Market
• Interactive Marketing Tools
• The "Right" Media
• Incorporating the Electronic Channel
• "Shoot for the Moon, Land on the Roof"
• Digital Assets & Re-Purposing Content
• The Electronic Marketing Business Model

Chapter 6: Fax-On-Demand

• What Is Fax-On-Demand?
• Why Use Fax-On-Demand?
• How Does Fax-On-Demand Work?
• How Is Fax-On-Demand Used?
• Where Is Fax-On-Demand Used?
• Types of Systems
• Product Features
• Fax Forms Processing
• Range of Services
• Fax Broadcast Lists
• Fax-On-Demand and the Internet
• Planning Information Delivery
• Planning a System or Service
• What's Coming?
• Fax-On-Demand Survey

Chapter 7: The Smart Card Game

• Debit Cards
• Cards Get Smart
• Some of the Players
• Smart Cards: A Loyalty Mechanism
• Visa Milestones in Chip Card Development
• Smart Card Forum
• The Future

Chapter 8: Interactive Kiosks

• Digital Levi's Fit!
• Kathleen Brown Campaign Kiosk
• Missouri Botanical Gardens
• Pac Bell Kiosk....Someday
• Kiosks Go to School
• On the Links
• Multimedia Kiosk Telephones
• Driving Ketchum Advertising
• Medical Electronic Marketing
• Do-it-Yourself Kiosk Housing
• "Surf Planet Reebok"

Chapter 9: Marketing on the Commercial Online Services

• The Commercial Online Services
• America Online
• CompuServe
• Prodigy
• Microsoft Network
• BLOOMBERG Financial Markets

Chapter 10: Marketing and Business Opportunities on the Internet

• Marketing on the Internet: Business As Usual...with a twist
• Building Better Customer Relationships
• The CyberFrontier: Maximizing the Power of the Web
• Advertising On The Web
• Getting Started on the Internet

Chapter 11: How Businesses Use Electronic Marketing

• AT&T's Online Strategy
• Network 1.0/SoftBank Interactive Marketing
• Womanhood, Inc.: The Solutions Network for Business Women on the Web
• InfoStreet: Paving the Web
• CAPP Records Mixes Music and Electronic Marketing
• Great Escapes: Over the Hill and Still Climbing
• FolksOnline.com: Home for the Non-technical Majority

Chapter 12: Industry Leaders: The Road Ahead

• Paul Saffo, Institute of the Future
• Bill Gates, Microsoft Corporation
• Clement Mok, NetObjects
• Michael Bloomberg, BLOOMBERG Financial Markets
• Michael Rogers, Newsweek Interactive
• Michael Kolowich, AT&T Business Network/Nets Inc.
• Amanda North, Studio Archetype
• Tom Eveslin, AT&T WorldNet Services
• Ben Miller, CardTech/SecurTech
• WEBster and Transphone