Kim M. Bayne The Internet Marketing Plan

ISBN 13: 9780471172956

The Internet Marketing Plan

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9780471172956: The Internet Marketing Plan
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Streetwise help for creating and implementing a total Internet marketing plan

You can't run a successful marketing program without a comprehensive marketing plan. Especially not when you're working in cyberspace—the most exciting, challenging, volatile, and potentially rewarding medium ever.

This book gives you a comprehensive framework for producing and executing a customized Internet marketing plan. Marketing communications veteran Kim Bayne supplies you with a clear set of step-by-step procedures for establishing, implementing, evaluating, and managing your company's online presence.

The Internet Marketing Plan gives you what you need to:

  • Research and write a sophisticated, comprehensive Internet marketing plan
  • Understand the major differences between traditional marketing and the Internet
  • Find new places and ways to publicize your Internet presence
  • Integrate Internet marketing efforts into your company's overall strategy
  • Establish budgets and allocate funds for a continuing Internet marketing presence
  • Select the best staffing options, outside vendors, pricing, and service.

On the Disk you'll find:

  • All the worksheets, checklists, templates, and document outlines you need to manage every phase of the Internet marketing program æ from initial research and budgeting to planwriting and implementation
  • A time-saving browser bookmark file containing every Web site URL referenced in the book, organized by chapter.

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Review:

Kim Bayne's The Internet Marketing Plan provides a marketing plan geared toward Web commerce and covers the middle ground between marketing and Web technology. Marketers who are seeking the basics on Web site design or HTML-savvy technicians who are looking for marketing basics can use this book as an outline for their business plans.

Because Bayne's book is dense with information, it's easier to skip around rather than read it cover to cover. Activities augment some of the book's sections and you can use hands-on investigation to reinforce other concepts within the book. The Internet Marketing Plan's diskette contains documents, spreadsheets, and forms that guide the reader through marketing plan creation. Bayne also offers several worthwhile applications of Web technology that can fortify different areas of your company's business.

From the Publisher:

Today's marketers face the struggle to apply traditional marketing concepts with today's Internet ideas. With The Internet Marketing Plan, well-known consultant Kim Bayne brings coherence and integration to Internet marketing and general marketing practice. Here she provides, in a hands-on workbook format, the techniques and components of an Internet marketing plan combining traditional marketing concepts with new Web marketing methods, allowing readers to create an effective marketing framework. The book/disk set helps users set up a marketing blueprint where they can effectively design, implement, and evaluate their Web sites. Includes Disk with ... A "canned plan" including checklists, templates and document outlines companies can use for creating, maintaining and evaluating Internet capabilities. This is essentially a blueprint for a marketing plan.

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Kim M. Bayne
Published by Wiley (1997)
ISBN 10: 0471172952 ISBN 13: 9780471172956
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