Internet World Guide to One-to-one Web Marketing
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Internet World Guide to One-to-one Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time

Internet World Guide to One-to-one Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time


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About the Book

This is a "next-generation" marketing book that distinguishes itself from the introductory overview books on the shelf by zeroing in on a specific, customer-oriented marketing strategy that makes the most of current technologies. It is a comprehensive resource for understanding and applying the technologies, tools, products and solutions for one-to-one marketing on the Web. Case studies provide real-world examples of technologies such as push, personalization, telephone and A/V conferencing, interactivity, email, Web tracking and analysis tools, and Web community technologies (chat, games, Webisodes). In addition, this book covers how to integrate one-to-one Web marketing strategies with other systems and processes (such as databases and customer service and support), as well as privacy issues, and the future of one-to-one.

Table of Contents:
One-to-One Web Marketing Overview; One-to-One Web Interactivity; One-to-One E-Mail; One-to-One Web Site Personalization; One-to-One Push; One-to-One Community; One-to-One Web Presentation and Conferencing; One-to-One Advertising and Promotion; One-to-One Web Site Tracking; Integrating One-to-One Web with Other Marketing Systems and Processes; One-to-One Web Privacy; One-to-One Marketing Future; Index.

About the Author :
CLIFF ALLEN is President of Allen Interactive, a Web development firm, and GuestTrack, Inc., a software development company specializing in Web site personalization. He has more than 20 years of experience in computer marketing and sales. DEBORAH KANIA is Vice President of Sales and Marketing at GuestTrack, Inc., and an experienced Web marketer. BETH YAECKEL is Vice President of Creative Services at Allen Interactive, with expertise in Web interface design, multimedia, interactive technologies, and Web personalization. Cliff Allen and Deborah Kania are authors of the Web Catalog Cookbook (Wiley).


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Product Details
  • ISBN-13: 9780471251668
  • Publisher: John Wiley and Sons Ltd
  • Publisher Imprint: John Wiley & Sons Inc
  • Height: 235 mm
  • Returnable: N
  • Weight: 680 gr
  • ISBN-10: 0471251666
  • Publisher Date: 23 Mar 1998
  • Binding: Paperback
  • Language: English
  • Sub Title: Build a Relationship Marketing Strategy One Customer at a Time
  • Width: 190 mm


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Internet World Guide to One-to-one Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time
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