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책 이미지
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책 정보
· 분류 : 외국도서 > 경제경영 > 전자상거래 (E-Commerce) > 인터넷 마켓팅
· ISBN : 9781118284254
· 쪽수 : 944쪽
· 출판일 : 2012-07-12
목차
Introduction 1
Book I: Web Presence 7
Chapter 1: Internet Business Basics 9
Chapter 2: Making Money Online 23
Chapter 3: Designing to Sell 51
Chapter 4: Creating and Connecting Multiple Websites 75
Chapter 5: Creating Exceptional Copy That Sells 95
Chapter 6: Lead-Generation for Business Growth 119
Chapter 7: Getting Help with Your Web Presence 129
Book II: Search Engine Optimization 147
Chapter 1: Getting Ready for SEO 149
Chapter 2: Choosing the Right Keywords 165
Chapter 3: Eliminating Search Engine Roadblocks 179
Chapter 4: Making Search Engines Love Your Site 195
Chapter 5: Understanding Blended Search 209
Chapter 6: Writing Great Copy for Search Engines 219
Chapter 7: Building Link Love 233
Chapter 8: Analyzing Your Results 251
Chapter 9: Hiring an SEO Professional 261
Book III: Web Analytics 267
Chapter 1: Getting Started with Analytics 269
Chapter 2: Tracking Traffic Volumes 287
Chapter 3: Measuring Your Best Referrers 299
Chapter 4: Measuring Visit Quality 311
Chapter 5: Using Conversion Goals 321
Chapter 6: Using Goal Funnels 337
Book IV: Online Advertising and Pay Per Click 345
Chapter 1: Grasping PPC Methods 347
Chapter 2: Combining PPC and Search Engines 353
Chapter 3: Making Keyword Lists That Sell 381
Chapter 4: Writing Ads That Earn Clicks and Pay You Back 397
Chapter 5: Budgeting and Bidding on Keywords 409
Chapter 6: Legally Speaking: PPC and the Law 425
Chapter 7: Using Tools, Tips, and Tricks of the Trade 433
Book V: E-Mail Marketing 453
Chapter 1: Adding E-Mail to a Web Marketing Strategy 455
Chapter 2: Becoming a Trusted Sender 463
Chapter 3: Building a Quality E-Mail List 479
Chapter 4: Constructing an Effective Marketing E-Mail 497
Chapter 5: Making Your E-Mail Content Valuable 529
Chapter 6: Tracking Your E-Mail Campaign Results 543
Chapter 7: Maximizing E-Mail Deliverability 557
Book VI: Blogging and Podcasting 571
Chapter 1: Picking Your Blog Topic 573
Chapter 2: Getting Yer Blog On 581
Chapter 3: Writing Like a Blogger 595
Chapter 4: Tracking Other Blogs 603
Chapter 5: Getting Involved on Other Blogs 615
Chapter 6: Promoting Your Posts 621
Chapter 7: Introducing Podcasting 627
Book VII: Social Media Marketing 639
Chapter 1: Understanding Social Media 641
Chapter 2: Creating Your Social Media Desktop 657
Chapter 3: Creating Your Social Media Plan 671
Chapter 4: Navigating Top Social Media Sites 687
Chapter 5: Building Your Network 713
Chapter 6: Creating a Winning Social Media Campaign 721
Book VIII: Mobile Marketing 731
Chapter 1: Getting Started with Mobile Marketing 733
Chapter 2: Planning a Mobile Marketing Campaign 755
Chapter 3: Running Mobile Communication Campaigns 771
Chapter 4: Displaying Your Advertising on Mobile Devices 789
Chapter 5: Delivering Valuable Mobile Content 811
Chapter 6: Getting Paid for Your Mobile Marketing Efforts 827
Chapter 7: Tracking a Mobile Marketing Campaign 839
Index 859
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