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" Internet marketing, start-to-finish / "
Catherine Juon, Dunrie Greiling & Catherine Buerkle
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BL
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| Record Number
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702801
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| Doc. No
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b524990
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| Main Entry
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Juon, Catherine
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| Title & Author
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Internet marketing, start-to-finish /\ Catherine Juon, Dunrie Greiling Catherine Buerkle
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| Publication Statement
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Indianapolis, Ind. :: Que,, c2012
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| Page. NO
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xxii, 293 p. :: ill. ;; 23 cm
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| ISBN
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0789747898
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: 9780789747891
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| Notes
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"Drive measurable, repeatable online sales with search marketing, usability, CRM, and analytics"--Cover
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Includes index
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| Contents
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Building a formula for success. Why online sales matter -- What an online sales engine can do -- Building a metrics-driven practice -- Breaking down silos to get the metrics you need -- Building the engine. The audience is listening (what will you say?) -- Putting it all together and selling online -- Making websites that work -- It's all about visibility -- Running the engine. Running the feedback loop -- Special considerations for international organizations -- Appendix TropiCo's state of the web report
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| Abstract
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"A breakthrough system for attracting more customers on the Internet. Internet marketing is the fastest, most efficient way to attract profitable new customers--if you run it strategically and systematically. This book shows you how. You'll discover how to integrate marketing, sales, and operations functions to work together far more effectively, capture the right real-time data for decision-making, and apply it to drive dramatic improvements in performance. Drawing on extensive in-the-trenches experience, the authors help you implement a more iterative, measurable, and repeatable approach to Internet marketing, deliver better-qualified leads, build an online sales engine to track and improve every customer relationship...and, above all, grow profits! You'll Learn How To: Craft flexible strategies that can quickly learn from experience; Eliminate "silos" that prevent effective measurement and execution; Overcome obstacles ranging from culture to processes to individual behavior; Build a powerful online sales engine to track customers through the entire relationship; Avoid dangerous data and weed out junk leads; Integrate web KPIs into business decision-making; Link web to lead to CRM analysis; Redefine messages to respond to your key audiences' personas; Architect and design sites to improve user experience and conversion; Write highly findable content, and then make it even more visible; Start a feedback loop for continually optimizing both tactics and strategy; Globalize Internet marketing for diverse languages and cultures; Translate your performance into boardroom-ready reports"--Publisher's website
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| Subject
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Internet marketing
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| Dewey Classification
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658.8/72
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| LC Classification
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HF5415.1265.J86 2012
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HF5415.1265.J86 2012
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| Added Entry
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Buerkle, Catherine
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Greiling, Dunrie, (Dunrie Allison)
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