| 作者简介： RICK SEGEL, CSP, a seasoned retailer of twenty-five years, owned one of New England's most successful independent women's specialty stores. He is the marketing expert for Staples.com, the cocreator of the Retail Technology Assessment for Microsoft, and a founding member of the Retail Advisory Council for Johnson & Wales University. Segel is the Director of Retail Training for the Retailers Association of Massachusetts. He is also the creator of the Retailers Association of Massachusetts Awards of Excellence Program (RAMAEs), which has recognized over thirty of the most innovative retailers in the state. Segel holds the Certified Speaking Professional designation and has been a featured speaker in over 1,400 presentations. He is also the author of Retail Business Kit For Dummies (Wiley), which became the number-one selling retail how-to book in the United States. |
| 1 Introduction Step I: Uncovering the Possibilities 2 Online Business Solutions Where Are We At? Understanding the Past, Present, and Future of Online Business 3 Why Do People Buy Online? What Motivates Them? 4 The Big Picture The Levels of Online Commerce Step II: Building Practical, Powerful, Professional Web Sites that WORK 5 Understanding Web Sites The Front Door to Your Online Business 6 Our Rules for Killer Sites 7 Building Your Web Site It’s Easier than You Think 8 The Winners and Losers Web Site Critiques of the Good, the Bad, and the Ugly Step III: Positioning You as the Source: Creating Expert Status 9 E-mail Marketing or Is It Pinpoint Marketing? 10 The Blog The Tool that Can Change Your Business 11 Podcasting The Sweet Sounds of Success Step IV: Creating the Buzz with Clicks and Clends 12 Web Positioning How Do They Find You? 13 Pay Per Click: A.K.APay for Performance A New Way to Advertise 14 Advertising Traditional and Nontraditional 15 Viral Marketing Step V: Sell, Sell, Sell 16 Going, Going, Gone—eBay and Online Auctions Are They Right for You? 17 Sell for Me Affiliate Programs Get You on the Map 18 Bringing It All Together Index |
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