The Internet Marketing Plan

Kim M. Bayne

You can't run a successful marketing program without a comprehensive marketing plan. Especially not when you're working in cyberspace—the most exciting, challenging, volatile, and potentially rewarding medium ever.

This book gives you a comprehensive framework for producing and executing a customized Internet marketing plan. Marketing communications veteran Kim Bayne supplies you with a clear set of step-by-step procedures for establishing, implementing, evaluating, and managing your company's online presence.

The Internet Marketing Plan gives you what you need to:

• Research and write a sophisticated, comprehensive Internet marketing plan
• Understand the major differences between traditional marketing and the Internet
• Find new places and ways to publicize your Internet presence
• Integrate Internet marketing efforts into your company's overall strategy
• Establish budgets and allocate funds for a continuing Internet marketing presence
• Select the best staffing options, outside vendors, pricing, and service.

On the Disk you'll find:

• All the worksheets, checklists, templates, and document outlines you need to manage every phase of the Internet marketing program æ from initial research and budgeting to planwriting and implementation
• A time-saving browser bookmark file containing every Web site URL referenced in the book, organized by chapter.

KIM M. BAYNE manages wolfBayne Communications, specializing in strategic and tactical media relations and Internet marketing for Fortune 500 companies. Experienced in both the agency and client sides of computer and electronics product marketing, she is the Owner/Moderator of the Internet discussion group HTMARCOM (High-Tech Marketing Communications). Ms. Bayne is Editor/Publisher of "Marketing Lists on the Internet," a newsletter/ directory of online marketing groups. She writes regularly for such publications as Marketing Tools magazine and Internet Marketing & Technology Report, and presents internationally at such conferences as Internet World, Web Developers Conference, and Internet Expo Conferences.

Table of Contents

• Writing the Internet Marketing Plan: An Introduction.
• CREATION: BUILDING YOUR INTERNET MARKETING PLAN.
• Preparing the Business Overview and Executive Summary.
• Analyzing Internet Market Statistics.
• Formulating Marketing Communications Strategies.
• Planning Your Internet Marketing Budget.
• Forming the Internet Marketing Task Force.
• IMPLEMENTATION: FITTING THE INTERNET INTO YOUR MARKETING COMMUNICATIONS MIX.
• Designing Advertising and Direct Mail Campaigns.
• Utilizing Collateral Materials/Sales Literature.
• Developing a Corporate Identity.
• Conducting Market Research.
• Executing Public Relations and Promotional Programs.
• Incorporating Sales Support Functions.
• Planning Trade Shows.
• Launching Your Internet Marketing Program.
• EVALUATION: REVIEWING ACHIEVEMENTS AND IMPROVING FUTURE PERFORMANCE.
• Measuring Internet Marketing Results.
• Appendices.
• Index.

Online Ordering Quantity: Other ordering options are available.

Copyright © 1999 John Wiley & Sons, Wiley Computer Books

$39.95
ISBN 0471172952
400 pages
February, 1997
Paper Book/Disk Pak

Area:
Internet Business

Learn more about the book at the author's company page. Includes complete Table of Contents.