小企业在线解决方案：成功5步骤THE ESSENTIAL ONLINE SOLUTION: THE 5-STEP FORMULA FOR SMALL BUSINESS SUCCESS fb2 pdf azw3 网盘 rtf 免费 下载 txt

With big-box stores dominating today’s business landscape, small business owners are facing serious challenges. But there is a way to level the playing field and win—and The Essential Online Solution will show you how. Written by industry experts, this book outlines a five-step formula that will allow you to harness the power of the online world and improve your company’s bottom line.

1 Introduction

Step I: Uncovering the Possibilities

　2 Online Business Solutions

　　Where Are We At? Understanding the Past, Present, and Future of Online Business

　3 Why Do People Buy Online?

　　What Motivates Them?

　4 The Big Picture

　　The Levels of Online Commerce

Step II: Building Practical, Powerful, Professional Web Sites that WORK

　5 Understanding Web Sites

　　The Front Door to Your Online Business

　6 Our Rules for Killer Sites

　7 Building Your Web Site

　　It’s Easier than You Think

　8 The Winners and Losers

　　Web Site Critiques of the Good, the Bad, and the Ugly

Step III: Positioning You as the Source: Creating Expert Status

　9 E-mail Marketing or Is It Pinpoint Marketing?

　10 The Blog

　　The Tool that Can Change Your Business

　11 Podcasting

　　The Sweet Sounds of Success

Step IV: Creating the Buzz with Clicks and Clends

　12 Web Positioning

　　How Do They Find You?

　13 Pay Per Click: A.K.APay for Performance

　　A New Way to Advertise

　14 Advertising

　　Traditional and Nontraditional

　15 Viral Marketing

　　Step V: Sell, Sell, Sell

　16 Going, Going, Gone—eBay and Online Auctions

　　Are They Right for You?

　17 Sell for Me

　　Affiliate Programs Get You on the Map

　18 Bringing It All Together

Index

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作者简介：

　　RICK SEGEL, CSP, a seasoned retailer of twenty-five years, owned one of New England's most successful independent women's specialty stores. He is the marketing expert for Staples.com, the cocreator of the Retail Technology Assessment for Microsoft, and a founding member of the Retail Advisory Council for Johnson & Wales University. Segel is the Director of Retail Training for the Retailers Association of Massachusetts. He is also the creator of the Retailers Association of Massachusetts Awards of Excellence Program (RAMAEs), which has recognized over thirty of the most innovative retailers in the state. Segel holds the Certified Speaking Professional designation and has been a featured speaker in over 1,400 presentations. He is also the author of Retail Business Kit For Dummies (Wiley), which became the number-one selling retail how-to book in the United States.