eCommerce Pocketbook

The ecommerce pocketbook
2nd edition
Management Pocketbooks 2007

What to expect in the e-Commerce Pocketbook
Use the pocketbook as a series of quick reference guides on particular topics. Or read it from end to end as a development programme for an online business.

Whichever you choose, it is full of sound ideas that make online businesses more profitable.

This 2nd edition has been heavily revised to keep up with new ways to promote your business and sell products online.

Will_rowan_online_marketing_pocketbook

New topics for this edition include:

– Pay per Click advertising
– Search engine optimisation
– Accessibility

Each section ends with an Action Plan. These are short templates to help identify,

separate and prioritise important and urgent issues.

Contents
WHAT IS E-COMMERCE?
A moment of calm, what not to expect, drivers of e-commerce, growth of online population, 7 things to know and 8 things to do

THE FIVE BUSINESS BENEFITS OF E-COMMERCE
Cost reduction, measurement, interactivity, personalisation, global reach

NEW THINKING FOR ONLINE BUSINESS
High street vs online market, viral campaigning, harvesting e-mail addresses, be first and stay ahead, market spaces

HOW TO PROMOTE A COMPANY ONLINE
Four levels of commitment to being online, different ways to use e-mail for marketing, online public relations, online advertising and viral marketing

MANAGING SEARCH ENGINES
What are search engines, using a URL, meta tags, keywords, alt tags, search engine optimisation, Pay per Click ads, accessibility and analysing traffic

CREATING TRUST: SECURITY & DATA PROTECTION

Appropriate security, 5 ways to build trust and 6 ways to lose it, domain names, data protection, personal privacy issues, contracts and the law

EIGHT STEPS TO PLAN SUCCESSFUL E-COMMERCE

Let customers decide, respond fast, test plan, challenge assumptions, focus on benefits, encourage visitors, understand cost implications, help staff adapt

The e-Commerce Pocketbook

First edition published 2000. Reprinted 2003. This edition published 2007.

© Will Rowan ma mba fidm 2000 and 2007.

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