Table of Contents

Preface: The Genius of Electronic Marketing - Serendipity At Work

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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?

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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

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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

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Chapter 4: Supporting Your Presence

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

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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

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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

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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

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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"

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Chapter 9: Marketing on the Commercial Online Services

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

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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

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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

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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

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