Research Catalog

Title

Internet world guide to one-to-one Web marketing / Cliff Allen, Deborah Kania, Beth Yaeckel.

Author

Allen, Cliff, 1948-

Publication

New York : Wiley Computer Pub., [1998], ©1998.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Kania, Deborah, 1963-

Description

xiv, 386 pages : illustrations; 24 cm

Summary

• "Experts Allen, Kania, and Yaeckel get you up to speed on all the hot new Web technologies that marketers are using to forge lasting relationships, one customer at a time. With the help of case studies of some of the most successful one-to-one Web marketing initiatives, they show you exactly how those technologies are being employed to customize offerings and create dialogs with customers.
• They provide valuable lessons, tips, and guidelines on how to make the best technology selections for your budget and goals, and plan a successful one-to-one Web marketing initiative; build relationships with customers using personalization, push, interactivity, telephone and A/V conferencing, e-mail, virtual community, and other cutting-edge Web technologies; and integrate one-to-one Web marketing strategies with other processes and systems, such as customer service and support and databases."--BOOK JACKET.

Alternative Title

• Guide to one-to-one Web marketing
• Internet world

Subjects

• Web sites > Design
• Internet (Computer network)
• Internet marketing
• Internet advertising
• Internet
• World Wide Web

Note

• "Mecklermedia"--Cover.
• Includes index.

Contents

Ch. 1. One-to-One Web Marketing Overview -- Ch. 2. One-to-One Web Interactivity -- Ch. 3. One-to-One E-Mail -- Ch. 4. One-to-One Web Site Personalization -- Ch. 5. One-to-One Push -- Ch. 6. One-to-One Web Community -- Ch. 7. One-to-One Web Presentation and Conferencing -- Ch. 8. One-to-One Web Advertising and Promotion -- Ch. 9. One-to-One with Web Site Tracking -- Ch. 10. Integrating One-to-One Web with Other Marketing Systems and Processes -- Ch. 11. One-to-One Web Privacy -- Ch. 12. The One-to-One Marketing Future.

ISBN

0471251666 (pbk. : alk. paper)

LCCN

97048813

OCLC

ocm38043017

Owning Institutions

Columbia University Libraries