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The Essential Online Solution. The 5-Step Formula for Small Business Success

  • ID: 2240026
  • Book
  • October 2006
  • Region: Global
  • 288 Pages
  • John Wiley and Sons Ltd
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With big-box stores dominating today’s business landscape, small business owners are facing serious challenges. But there is a way to level the playing field and win—and The Essential Online Solution will show you how. Written by industry experts, this book outlines a five-step formula that will allow you to harness the power of the online world and improve your company’s bottom line.
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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.A. Pay 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.

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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.

BARBARA CALLAN-BOGIA is a speaker and trainer who conducts seminars to thousands of people on influencing, leading in multiple locations, communication, and office politics. She is also the owner of Callan Consulting, a successful national management development consulting firm founded in 1996, and cocreator of the Retail Technology Assessment for Microsoft.
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