| Document Type
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BL
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| Record Number
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951736
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| Doc. No
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b706106
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| Main Entry
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Fox, Vanessa,1972-
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| Title & Author
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Marketing in the age of Google : : your online strategy is your business strategy /\ Vanessa Fox.
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| Publication Statement
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Hoboken, N.J. :: John Wiley & Sons,, ©2010.
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| Page. NO
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1 online resource (xiv, 242 pages) :: illustrations
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| ISBN
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0470622598
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: 1118342992
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: 1282687522
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: 9780470622599
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: 9781118342992
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: 9781282687523
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0470537191
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9780470537190
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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How search has changed your business -- How to use search data to improve your business and product strategy -- How we search -- Building searcher personas: opening the door to the crowd of customers you've been keeping out -- How search engines work -- Implementing an effective search strategy -- Working with developers: how to turn business strategy into tech speak -- How to cut through the data and get the actionable metrics you need -- Social media and search -- What's next: beyond Google.
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| Abstract
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"In this non-technical book for executives, business owners, marketers, and product managers, search engine strategy guru Vanessa Fox-who created Google's portal for site owners, Google Webmaster Central -explains what every marketer or business owner needs to understand about how search rankings work, how to use search to better understand your customers and attract new ones, how to develop a comprehensive search strategy for your business, and how to build execution of this strategy into the businesses processes. This isn't another book about paid search for advertisers. This book focuses on organic listings -- the unpaid results that receive 86% of searcher clicks."--Resource description page.
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| Subject
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Internet marketing.
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Internet searching.
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Web search engines.
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BUSINESS ECONOMICS-- E-Commerce-- Internet Marketing.
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BUSINESS ECONOMICS-- Mail Order.
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BUSINESS ECONOMICS-- Marketing-- Direct.
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BUSINESS ECONOMICS-- Marketing-- Multilevel.
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BUSINESS ECONOMICS-- Marketing-- Telemarketing.
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| Subject
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Internet marketing.
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| Subject
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Internet searching.
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| Subject
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Web search engines.
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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.F678 2010eb
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