Updated with cutting-edge online examples and the latest success stories, this accessible handbook will enable any company to profit from business-to-business techniques. Practical yet visionary, this resource provides a blueprint for success by explaining seven proven strategies for increasing profits by direct marketing. Chapters include website references, internet-use statistics, and other developments such as CRM, search-engine optimization, blogging, wikis, podcasting, and social networks. Packed with real-world advice, this new edition also features a personal password to access the companion website for regularly updated news, links, and additional resources.
"synopsis" may belong to another edition of this title.
This "crash course" in business-to-business marketing is an excellent introduction for the newcomer and a worthwhile refresher for the veteran. Barry Silverstein is convinced that the Internet will soon replace direct mail as the primary vehicle for business-to-business direct marketing. Silverstein doesn't promote spam, but discusses how the Internet has changed marketing and how principles of sound direct marketing can be applied to the Internet in fresh ways.
Silverstein presents dozens of techniques than can be applied to five major strategies, each invaluable in building business profitability. The first is a set of techniques for generating and qualifying leads online. Next, he demonstrates approaches to using Internet events as means to promote products and services. Then he discusses using the Internet's advantages in delivering instant-fulfillment service. The ins and outs of generating orders over the Net come next, followed by the means of using the Internet to build and solidify relationships with your customers. Silverstein backs up his points with excellent real-world examples and a variety of case studies. He closes his presentation with an action plan to help you put his techniques to work in your organization. A series of appendices guides you to additional resources. --Elizabeth LewisFrom the Publisher:
Included with this Second Edition of the best-selling book, Business-to-Business Internet Marketing, is a User ID and password necessary for accessing the companion Web site, which provides updates, additional resources, and illustrated case studies from the book. This book/Web site combination is unbeatable!
"About this title" may belong to another edition of this title.
Book Description Maximum Press (FL), 2002. Book Condition: Fair. 4th. Shows definite wear, and perhaps considerable marking on inside. Bookseller Inventory # GRP91115700
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Book Description Maximum Press, 2002. Book Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Bookseller Inventory # 4754461
Book Description Maximum Pr, 2001. Paperback. Book Condition: Good. Item may show signs of shelf wear. Pages may include limited notes and highlighting. Includes supplemental or companion materials if applicable. Access codes may or may not work. Connecting readers since 1972. Customer service is our top priority. Bookseller Inventory # S_205336029
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