The Web Marketing Cookbook

This text shows how to improve an existing site and also explains the basics of Web marketing, providing ready to use templates on CD-ROM. It is written for the marketing audience that needs to deliver promotional materials over the Web, but don't have the technical expertise.

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As the Web matures and more and more companies get involved, two groups of Web marketers have emerged: businesses already on the Web who want to improve their sites and marketers at small to mid-size companies who know about the Web, but have yet to take the plunge because of lack of technical expertise and lack of funds to hire someone. This text addresses both these groups. It shows how to improve an existing site and also explains the basics of Web marketing, providing ready to use templates on CD-ROM. The book is written for the marketing audience that needs to deliver promotional materials over the Web, but don't have the time or inclination to require the technical expertise. It shows marketers: how to know and target audiences around the world; Web Page "do's and don'ts" and makeovers; how to take advantage of electronic commerce; differences in writing for the Web and print media; and advanced Web topics such as database interaction, VRML and Java.
Included on the CD-ROM are: ready-to-use templates for online coupons; online catalogue pages; press releases; feedback pages; and make over pages; basic ingredients, such as graphics, buttons, icons, audio/video files; and links to web sites for Web and Internet marketing information; and browser and other tools necessary for viewing and working with the templates.